For most of us, waking up early and getting ready for school every morning used to be a task, and something that was taken for granted. But, for many young girls, going to school continues to be just a far-fetched dream due to lack of resources, as well as lack of support from their families. Woven around this insight is the newspaper Group Dainik Bhaskar's latest digital film that aims to champion the cause of girl child education. The film is a part of the Group's ongoing ad campaign centred on the 'Zidd Karo Duniya Badlo' theme.
Created by Ogilvy & Mather, and produced by Purple Vishnu under the direction of Sainath Choudhury, the two-minute-long digital film opens into the rustic backdrop of Osian district near Jodhpur in Rajasthan. The film begins with an agitated father (played by Anurag Arora) drag his daughter (played by Jiya) out of the classroom. He feels there is no need for her to attend school.
The brand, through this ad, wishes to celebrate the spirit of stubbornness and persistence that can lead to a larger good for all.
Commenting on the campaign, Kaacon Sethi, chief marketing officer, Dainik Bhaskar, says, "Our brand Dainik Bhaskar embodies 'zidd' (stubbornness). Our own growth story, from being a single newspaper which was launched in Bhopal, to being the largest circulated newspaper today with 62 editions and a presence across 14 states, is steeped in 'zidd'. We are intensely proud of the work by the Ogilvy team on our latest 'Zidd Karo Duniya Badlo' film. It is being received very well."
Though there is no specific target group, the film is a brand call in an effort to reach out to society in general, in order to bring a change in people's mentality towards girl child education as also personifying the ideals that the newspaper stands for. Kainaz Karmakar and Harshad Rajadhyaksha, executive creative directors, Ogilvy & Mather, are of the view that the issue highlighted in the film is relevant in the current day and age and is a pressing one faced by many developing countries including ours. And this, they feel, has helped create meaningful communication.
The digital film will be further amplified through a 360-degree media mix including radio, print, TV, outdoor, events, and on-ground activations on a pan-India basis. Interestingly, the current campaign does not feature any brand ambassador unlike in the past when Indian cricketer M S Dhoni endorsed the brand. The publication claims to have earmarked around Rs.15 crore for the media campaign which will spread across three months.
For a newspaper brand, it is easy to be preachy while talking about its philosophy. We wanted to avoid that. We wrote a simple story, with a simple message - the right stubbornness can defeat wrong stubbornness. The innocence with which our little protagonists dig their heels in for a friend is inspiring, and doesn't come across as preachy," says Karmakar, while discussing the digital film.
Abhik Santara, senior vice-president, Ogilvy & Mather, says, "There is no better time in India for people to be stubborn for the right reasons. Across a time span, the brand will keep reminding people that one has to stay stubborn to change the world, and for that, we plan to take ahead the platform of 'Achchi Zidd' to various other engaging media."
On the other hand, Navin Theeng, group creative director, Cheil India, is of the opinion that obstinacy as a virtue is a brave positioning for a news publication to take and while the thought 'Zidd Karo Duniya Badlo' has captured the zeitgeist of the times, it has focussed only on the symptoms and not the cause.
According to Theeng, since the positioning is interesting and bold, this perhaps is the first of a series of such ads. But, will the effort be carried forward? He is anxious. "One wonders what will happen to the little girl once she gets home, far away from the protection of her school and classmates. Will her father allow her to go to school the next day?" he wants to know.