Aaj Tak announces brand campaign ‘Saare Jahaan Se Sachcha’

Aaj Tak announces a thought provoking brand campaign where the launch platform includes first ever News Roadblock on Aaj Tak Prime Time

e4m by exchange4media Staff
Updated: Sep 19, 2018 8:53 AM

Hindi language news channel, Aaj Tak, has been one of the leaders for 17 years since inception. A feat Aaj Tak accomplished because its singular focus on the most important stakeholder, the viewer.

Time and again all major news events have proven that Aaj Tak operates in the trust zone, that very few news brands have occupied. The campaign idea ‘Saare Jahaan Se Sachcha’ draws from what has been the core of Aaj Tak – Fearlessness, Truth and No Compromise. It highlights one of the fundamental needs in the society - to be honest and to be true.

The campaign aims to bring forth the founding principles of Truth & Integrity that have defined the Aaj Tak newsroom for 17 years. Instead of focusing on ‘what’ truth does, the campaign focuses on ‘why’ truth is so important. Why it’s so important to have brands like Aaj Tak – which carry the flag of truth amid unsubstantiated noise.

The campaign is led by 3 TVCs that capture everyday situations in which a common man is duped with the web of lies, when there is no accountability, and no action to put an end to this situation. Each narrative is a hard hitting reality check on the kind of day to day transactions we see all around us. The campaign line – Saare Jahaan Se Sachcha has been thoughtfully conceived to tug at people’s hearts. It re-affirms and connects the positive emotion of India’s iconic song ‘Saare Jahaan Se achchha’ with Brand Aaj Tak, lending it the stature and scale it deserves.

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