Dainik Jagran: SOULMATE

Credits & Description:

Category: Best Use of Print

Advertiser: JAGRAN PRAKASHAN

Product/Service: DAINIK JAGRAN MATRIMONIALS

Agency: McCANN WORLDGROUP INDIA

Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)

Executive Creative Director: Ashish Chakravarty (McCann Worldgroup)

Creative Director: Mayur Hola (McCann Worldgroup)

Creative Director: Sudeepa Ghosh (McCann Worldgroup)

Creative Director: Shikha Sud (McCann Worldgroup)

Art Director: Chuna Sharma (McCann Worldgroup)

Copywriter: Aastha Gandhi (McCann Worldgroup)

Account Supervisor: V. Bhaskar Preenja (McCann Worldgroup)

Account Manager: Sameer Varma (McCann Worldgroup)

Account Manager: Naina Madan (McCann Worldgroup)

Media placement: Print Ad - Magazine - 1st APRIL 2012



Insights, Strategy & the Idea

India is a country where the concept of arranged marriage is common place. Dainik Jagran Matrimonial is a newspaper supplement in which people can place ads seeking a marriage alliance.



The client wanted to communicate its matrimonial supplement as the preferred destination for finding one's soulmate. The target audience was the girl/boy looking out for a partner as well as their parents.



We came up with a device that could be executed as a magazine innovation. Using the magnetic mechanism of attraction, we made our point: Dainik Jagran Matrimonial helps you find your true soulmate.



Creative Execution

We used the magnetic mechanism of attraction to make our point. The girl's hand-shaped bookmark had a magnet behind it which attracted only 1 hand out of the many hands of prospective grooms. Hence demonstrating that Dainik Jagran Matrimonial helps one find the only soulmate.



Results and Effectiveness

The response has been extremely positive. Around 1m respondents have shown their interest. Being India’s #1 newspaper, the innovation in the communication helped the brand to retain its position.



As a result of the innovation, the newspaper has had to turn down ad requests, owing to lack of space on the page. This has never been achieved before.



Word of mouth about the communication from the target audience has helped in changing the people’s perception about the brand. The audience now looks at the brand as credible and one that achieves effective results.