Category: Titanium and Integrated
Advertiser: JAGRAN PRAKASHAN
Product/Service: DAINIK JAGRAN NEWSPAPER
Agency: McCANN WORLDGROUP INDIA
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Executive Director: Alok Lall (McCann Worldgroup)
Executive Vice President Planning: Jitender Dabas (McCann Worldgroup)
Creative Chief: Ashish Chakravarthy (McCann Worldgroup)
Business Director: V. Bhaskar Preenja (McCann Worldgroup)
Creative Director: Rohit Devgun (McCann Worldgroup)
Project Manager: Sameer Varma (McCann Worldgroup)
Creative Team Leader: Ashish Kumar (McCann Worldgroup)
Senior Copywriter: Alok Ranjan (McCann Worldgroup)
Project Manager: Naina Madan (McCann Worldgroup)
Strategic Planner: Ashwani Sinha (McCann Worldgroup)
Creative Director: Rajesh Bhardwaj (McCann Worldgroup)
Media placement: Print - Dainik Jagran - 8 November 2011
Media placement: Radio - Big FM, Radio Mantra - 18 March 2012
Media placement: Out Of Home - Hoardings, Bus Shelters - 18 March 2012
Media placement: Digital - Facebook, Mobile - 18 March 2012
Media placement: Onground - Standee, Backdrops, Mobile Van Roadshows - 18 March 2012
Describe the campaign/entry
Local affinity is central to any newspaper’s success and longevity. Journalism aside, newspapers need to be part of local culture and lifestyle to truly resonate with readers. That's the reason why India’s largest newspaper, Dainik Jagran, published across 37 cities with a readership of over 56m, was losing traction and ceding market-share to local dailies.
Instead of following convention and launching a local issue-based campaign, we came up with a first-of-its-kind concept of co-creating city anthems by helping its dwellers articulate their emotions about their city. Centenary celebrations of our National Anthem acted as a perfect backdrop to leverage the popular sentiment of the time. More than giving readers this unique opportunity, we went ahead and connected them with India’s best music talent to compose and sing the anthems. We even got the Mayor of every city to launch their city anthems making it most refreshing and talked-about idea.
Describe how the campaign/entry was launched across each channel in the order of implementation
The idea rolled-out across 15 cities with a ‘call for entries’. People from all strata of the society participated and were judged by eminent local poets and Hindi laureates. The panel shortlisted 10 anthems from each city that best incorporated its unique characteristics like history and culture.
Shortlisted anthems were published and voted-for by readers. India’s most prolific poet and adman, Prasoon Joshi judged the final winner from each city.
The winning anthems were composed by India’s leading music composer, Aadesh Srivastava and sung by the very best – Shaan, Alka Yagnik, etc.
The anthems were launched simultaneously across 14 cities, by their respective Mayors in a felicitation ceremony. These anthems were extensively promoted through press, outdoor and radio. They were downloaded from a microsite and CDs distributed through road shows. Flash mobs at malls ensured that unsuspecting visitors returned home humming their city anthem.
Give some idea of how successful this campaign/entry was with both client and consumer
The test of this campaign was to gauge the empathy and involvement it generated with local readers. People had to pen an anthem which was a high-involvement pursuit. More than 2,000 songs were composed and sent by people from across the country. And when the shortlisted anthems were published, more than 15,000 votes were received to select the anthem that best represented the cities.
The anthems were launched in 14 cities simultaneously by prominent personalities; notable among them was Bihar’s Chief Minister, Mr. Nitish Kumar, who launched Patna’s anthem. And more than 70,000 people participated during the launch event. Post the launch, 5,000 anthem caller tunes were downloaded. Over 75,000 anthem CDs were given away as prizes to people participating in road shows. Such numbers showcased how much the activity truly resonated with readers. All this just inside a month!