The A-B-C of D:Demonetization in India

The A-B-C of D:Demonetization in India

Dainik Bhaskar Group

Bhopal, India

Category Best Use of an Event to Build a News Brand

Media associated with this campaign

Overview of this campaign

With the objective of covering the impact of demonetization in the most creative and comprehensive manner, Dainik Bhaskar came up with a special 'demonetized' issue of the newspaper that dealt with the A,B,C of this D: Demonetization and covered many aspects of this 'national topic'.

Results for this campaign

What did we do?

On the morning of 8th Nov 2017, 4.4 million readers of Dainik Bhaskar woke up to a special ‘demonetized’ edition of the newspaper. While other newspapers also covered demonetization, our coverage was like no other! A combined, researched effort of the editorial team, designers and cartoonists culminated into this special demonetized issue across 66 editions.


The editorial minutely covered all aspects of demonetization and designed a comprehensive issue.

Easy on the eyes and building excitement, the illustrations creatively took the readers through the journey of demonetization, highlighting the issues and complementing the content. Right from A for ATM, B for Black money,C for Confusion to the over-all impact on the economy and public, the issue shared facts in a simple, reader-friendly, palatable and attractive manner. With a holistic view on the past, present and future of demonetization, the issue also clearly deciphered the truth, facts and myths surrounding it. This special edition helped trace demonetization’s effect across various sectors like manufacturing, trade, services, women, farmers, politicians, banks, housing and employment.


With over 300 bureau offices, 2500 reporters and 178 photojournalists pitching in this mammoth one-month long exercise, we could seamlessly deliver to our readers content that clearly stood out amongs the competition.



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