Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

Dainik Bhaskar – Declaring the capture of Bihar’s newspaper market

Entered in News & Media

About this entry

Background:

Objectives

Why does this entry deserve to win?

The strategic business challenges:

We needed to convey that the stakes in Bihar's newspaper category had clearly changed and that Dainik Bhaskar was now a lead player.

We decided to commission an independent research to study and understand the relative standing of Hindi newspapers in Bihar. Among the multiple pitches, Hansa Research won the pitch and presented the The Bihar Readership Report 2018.

The survey ratified our inference that we had in fact, become the second largest newspaper in Bihar in just 6 months.

Now the task at hand was to convey this to our TG sitting in Mumbai, Delhi and Bangalore.


Consumer or business insight that led to the campaign:

It's about the journey, not the destination.

Leader brands talk about the way they gained their success and not just the results. We decided to celebrate our position – the new No 2 in a way that has never been marketed in the Indian Media industry before.


Big idea and how it came to life:

Who would you back - The fastest horse in the race, or the oldest?

We unleashed a multi - channel campaign in 2 phases spanning 7 months.

Phase 1 ( Prepare the ground for the readership report results)

Phase 2 (communicate the results of the Survey and celebrate the No 2 position)

Results

Media

Entrant Company / Organization Name

Dainik Bhaskar Group

Link

Entry Credits