It is no unknown fact that in today’s digital age, majority of the population has shifted to e-sources to get their daily updates on the world. This leaves only the demographic of 50 & above who prefer newspaper as a mode of news.
The fight to stay relevant is real. Add to that the competition of various local and national dailies.
That is when Dainik Bhaskar, one of the leading and reputable Indian dailies approached Ms. Mona and the team to come up with a strategy that reinforced the sense of print as a better medium in the audience.
In the current digital age, where social media serves as a significant channel for news consumption, a newspaper must transcend being a mere information source. It needs to extend its role to enhance the lives of its readers. Consequently, Dainik Bhaskar has chosen to redefine its identity as a ‘source of knowledge,’ delivering news that is not only informative but also pertinent and transformative for its audience.
At Dainik Bhaskar, we transformed our product from being a source of news to being a source of knowledge as information is already getting disseminated via the internet. Our editorial philosophy is ‘Reader Centricity’ and we decided to create value in the news in such a manner that it becomes knowledge.”
He added, “This needed to be communicated in a manner keeping the customer (reader) benefits from knowledge upfront but without being pompous about it. That was the brief that got rendered as “smart soch” and that resonated with the readers very well when we worked on the campaign with Ms. Mona in 2018. And now I guess it is resonating with juries across the world as the campaign keeps winning awards all over the world.