There is always an unsaid story behind every news item published in a newspaper. The trail of events lead from a reporter getting a hint of a story, making numerous phone calls, travelling from one end of the region to another, braving the elements, arguing with security personnel, and researching like a mad scientist on Google to cross check facts, before sending the piece to her editor for inclusion in the morning edition. This story, though, is never told - because it's part of a journalist's job.
The TVC was partly shot at Lokmat's printing press. It also uses video footage from IBN-Lokmat and photographs from Lokmat archives. It is produced by Ravi Desphande Pictures and directed by Ravi Deshpande. The creative was handled by Ferry Wharf Communications.
Mandir Tendolkar, VP, communication, Lokmat, says, "You have to be in the mind of the people and Lokmat is a brand, a leader and has to be in the mind of people always. The communication does not have anything to change our brand position or advertising position, we know that our product is good."
She adds that Lokmat takes pride in its reporters and their work is widely appreciated. "They work hard and go through hell reporting from ground zero, bringing the straight, unbiased and credible news for the people. The communication aimed to showcase how Lokmat functions and how a story is told. We are not forcing people to read our paper or urging them to like us, we are telling them that we adhere to the journalistic values and will continue to do so," adds Tendolkar.
The integrated campaign will run for 45 days across Maharashtra on group channels; print advertisements will be released in the group papers. The digital promotions will include a focus on YouTube, Facebook and Twitter, along with the group's news portals.
Tendolkar further adds that the TVC had to portray the role that Lokmat plays in raising issues and concerns shared by all of us. "It positions Lokmat as a newspaper that is a witness to the past, understands the present and shows the way for the future, "she adds.
Lokmat was established in 1918 and was acquired by late Jawaharlal Darda in 1952. The group now has a presence on all media platforms. Some of its established brands are Lokmat (daily paper), IBN7 Lokmat (a joint venture between Lokmat and Network18), G2-The Global Gujarati (magazine), entertainment (Jetta), Lokmat Connect (Experiential Marketing) and others.