Patrika promotes love for the National language

By Saumya Tewari , afaqs!, New Delhi | In Media Publishing | December 07, 2015
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The Patrika Group's latest campaign features the popular Bollywood star Deepika Padukone, who encourages young readers to inculcate the habit of reading Hindi newspapers.

Patrika Group, one of the leading media companies, has launched a multi-platform campaign to promote Hindi language readership. The Group has roped in leading Bollywood actor Deepika Padukone to spread the message of the importance of the Hindi language.

The campaign features Padukone, in a piece-to-camera format, where she speaks directly to audiences about why Hindi is more than just a language. She goes on to explain how language represents a person's culture, manners, traditions and his/her personality, as well as moral values. And, in a literary context, Hindi is a language which has included the vocabulary of different languages.

Patrika Group's campaign featuring Deepika Padukone

Saurabh Bhandari

Saurabh Bhandari, national head, marketing, Patrika Group, says, "The confident modern India today takes pride in its Indian identity. We are voicing that new confident voice of young India. Moreover, the popularity of the Hindi language and its importance cannot be undermined by anyone anymore. Hindi should be seen in a broader sense as the commonly spoken language that embraces and welcomes the new modern lingo, as well as represents tradition."

Bhandari explains that they have chosen Padukone for the campaign as Bollywood is a clear example of the success of Hindi as a modern and contemporary language.

Targeted at the youth, the video highlights how the Patrika Group has evolved over the years reaching readers across mediums including digital and mobile.

Directed by Wizcraft, the campaign will run across various platforms, including print. The one-minute long digital version of the campaign is already uploaded on social media and the TVC is expected to be aired shortly.

The pan-India Hindi readership across the Group publications Rajasthan Patrika, Patrika and Daily news, stands at 12.9 million.

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