To commemorate the 70-year journey of Pakistan, Jang Media Group, Pakistan’s largest media conglomerate, launched the country’s first ever virtual reality (VR) app. This application not only takes readers back in history, it also provides an opportunity to experience VR through the eyes of Jang.

Pakistan ki Kahani Jang ki Zabani (Pakistan’s story as told by Jang) was designed to immerse readers in the rich 70-year history of Pakistan and our company by taking them on a VR journey through time. Besides VR, Pakistan ki Kahani Jang ki Zabani also offered a 360-degree video that provides an exceptional experience even without a VR headset.

The idea was to introduce a new technology in the newspaper, adding extra value to print and getting the tech savvy audience to experience the power of traditional media. Moreover, it was important for us to revive the spirit of patriotism on the 70th anniversary of Pakistan using our rich archives from the past 70 years.

Pakistan was established after a lot of struggle, a fact many people seem to forget, especially our younger generation. We felt there was a dire need to create awareness of this. What better way to do it than using our archives?

Implementation of the idea was simple. A user downloads the Jang VR app to their smartphone via Google Play or the app store, opens the app, and scans the VR key in the print newspaper.

Jang created a VR gallery displaying a rich catalogue of content from its print and digital coverage over the last 70 years.
Jang created a VR gallery displaying a rich catalogue of content from its print and digital coverage over the last 70 years.

This takes the viewer to a gallery of newspaper coverage of major events from the past 70 years. In addition to news clippings, most of the featured events have accompanying sound bites.

Pakistan ki Kahani Jang ki Zabani walks viewers through the different eras so they can experience a sense of the political upheaval, victories in sports, media legends lost, achievements of Nobel Prizes, Oscars, and more. The entire gallery is supplemented with speeches by our Father of the Nation, Quaid-e-Azam Mohammad Ali Jinnah, and presidents throughout the years. It’s like walking through an art museum celebrating our history and helping viewers understand Pakistan better.

Print readers could simply scan the key with their smartphones to quickly find and download the app. Making a connection between the print and digital content was a major goal of the campaign.
Print readers could simply scan the key with their smartphones to quickly find and download the app. Making a connection between the print and digital content was a major goal of the campaign.

We also wanted to establish a connection between the print newspaper and emerging technologies to send a message that print is not threatened by new technology — in fact, the technology will help print newspapers prosper.

This campaign is yet another example of how Jang Group keeps on innovating to bring something new to readers. We transformed the newspaper to be more than a vessel of information, but also a portal to our digital platform. We successfully linked the print medium with the virtual world, which many people find more engaging. With Jang VR, viewers can read, listen, and experience the history of Pakistan in the palms of their hands.