Maharashtra Independent Thought Booklet
Media associated with this campaign
Overview of this campaign
- The Indian state of Maharashtra has a cluttered media-scape with over 15,673 registered newspapers.
- Competing against seasoned market leaders, Divya Marathi, a young Marathi newspaper had to arrive at a distinct positioning.
- A qualitative research conducted by Market Sapience, followed by focused group discussions, showed ‘independent newspaper’ as a possible positioning platform.
- We decided to work on the insight - “Only an independent newspaper can help a reader form an independent opinion” as we launched the ‘Swatantra Vrittpatra’ campaign.
Objective: To build excitement and vigor around the ‘Swatantra Vrittpatra’ (Independent Newspaper) campaign by designing an interesting booklet on ‘Independent Thinking’.
Results for this campaign
1 million copies of the booklet were shared in schools, colleges and libraries across 8 cities in Maharashtra. After all, only an independent newspaper can inspire people to initiate their journey of independent thoughts!