A newspaper's quest to unleash the power of comics
2017 Finalist

A newspaper's quest to unleash the power of comics

Dainik Bhaskar

Bhopal, India

Category New Corporate Innovation Initiative

Media associated with this campaign

Overview of this campaign

“The earth, the air, the land and the water are not an inheritance from our forefathers but on loan from our children. So we have to hand over to them at least as it was handed over to us”   - this famous quote of Mahatma Gandhi aptly forms the basis of today’s ever-growing focus on sustainable development and inclusive growth.

Every day 190 million people in India go to bed hungry, on the other hand privileged Indians waste 1/3rd   of their food daily. Every day 350 million people in India do not get access to water, and yet privileged Indians over-use water by 1.5 times. Even today 18,000 villages in India do not have electricity, yet on an average privileged Indians waste 5-10 % electricity on daily basis.

The above facts are common knowledge but rarely anybody acts upon it. It was time for us to drive behavioural change by sensitizing people to act responsibly. Using conventional means would not have worked as the objective was to target responsible citizens of tomorrow i.e. youth and children.

With more than 500 million people under the age of 20, India is amongst the world's largest and most youthful nation. Focusing on the young was an obvious choice. Responsible behaviour on part of the young today can lead to a healthy future for everyone tomorrow.

India has a rich tradition of comic culture, dating back to 1956.This phenomenon is in tune with universally popular comic characters like Batman, Superman, Captain America, Archies, Phantom and Mickey Mouse.Just as Batman champions the cause of justice over corruption, order above chaos and stability over deviance or Superman who champions truth, justice and the American way, it was strongly felt that Comics can provide an innovative and refreshing platform to convey the message needed to drive behavioural change towards responsible consumption of food, water and electricity.

Results for this campaign

  • The digital version of the Comic series has collectively seen over 1,52,000 downloads so far
  • The initiative has been recognized by United Nations achieving an earned PR worth 7.5 million INR
  • Dainik Bhaskar Group's CSR initiatives contribute to UN Sustainable Development Goals of Quality Education, Zero Hunger, Clean Water and Sanitation, Sustainable Cities and Communities and Climate Action.


To contact a company representative about this campaign, click here for the INMA Member Directory