Home >> Media–Print >> Article

Sakal Pune loses colour for a day

05-January-2011
Font Size   16
Sakal Pune loses colour for a day

Marathi daily Sakal is set to go all-colour in Pune from January 5, 2011 onwards. To create the curiosity among its readers, the newspaper came out entirely in monochromes on January 4, 2010. The B&W edition of the newspaper included all the supplements and the advertisements. A sky bus in the main issue requested readers to preserve the black and white copy as a memorabilia of Sakal Pune, turning a new page in its history. The campaign was created by Pune-based agency Setu Advertising.

Commenting on the initiative, Indranil Datta, Marketing Head, Sakal Media Group, said, “Sakal as a brand enjoys a strong emotional connect with its readers, which dates back to the last 79 years. So, every change in the product will be critically evaluated by its loyal readers of Pune. Therefore, we needed a communication that broke through the clutter from an ordinary message of any another newspaper in this part of the country. Launching in all-colour is something spectacular. So, the black and white issue on January 4, 2011, not only created a disruption, but also made the message memorable in the minds of readers.”

A series of activities have been planned throughout the month of January, which aim to create an experience for Pune readers of Sakal.

LS Krishnan, Business Head, Sakal Print, said, “We will take new initiatives in days to come to keep that momentum going to ensure that both our readers and advertisers derive value from its high editorial standard.”

Speaking on the innovation, Rugwed Deshpande, Director of Setu Advertising, remarked, “The absence of colour will truly make people realise the value of colours. Simply going all-colour wouldn’t have created the impact we were aiming for. Going this way seemed to be a simple, logical and strategically appropriate way to make our point.”

The occasion of Sakal Pune becoming all-colour was also backed up by a campaign encompassing outdoor, print and radio. A three-day teaser campaign, which focused on the importance of colour in life, was carried out in outdoor and print, which will be followed by a revealer campaign in outdoor, print and radio.

 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey