Dainik Jagran: SUDOKU

Credits & Description:

Advertiser: JAGRAN PRAKASHAN
Agency: McCANN WORLDGROUP INDIA
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: SUDOKU
Art Director: Ajit Singh Chandel (McCann Worldgroup)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup)
Art Director: Vineet Mahajan (McCann Worldgroup)
Creative Director: Vineet Mahajan (McCann Worldgroup)
National Creative Director: Prasoon Joshi (McCann Worldgroup)
Copywriter: Suparv Chotmarada (McCann Worldgroup)
Creative Director: Prashant Sharma (McCann Worldgroup)

Implementation
To do so we created a Sudoku as an ad with a message prompting people to call in and register. The catch? No phone numbers. People had to solve the Sudoku in order to retrieve the registration phone number.

Outcome
Within the first few hours of the press release, phone calls for entries started to flood in. At the end of just one week, the number of registrations exceeded those of any previous year by 120%. By the end of the registry period, the numbers grew well over and above the client’s expectations, making the event a success even before it had started.

Execution
The Sudoku Championship was an event exclusive to Sudoku players. So we decided that the ad should be the same as well. This ad not only acted as a great way to engage Sudoku fans, but also became a screen test for genuine Sudoku players.

Client Brief Or Objective
Our Client, Dainik Jagran, India's leading daily, wanted to announce their annual Sudoku Championship and increase participation in the event.