Dainik Bhaskar has launched a new campaign featuring brand ambassador MS Dhoni, which includes a TV campaign, print, radio and outdoor. Titled Zidd Karo, the TVC attempts to take a stand on making a social change to our everyday problems.
The ad opens on a montage of situations where the average Indian is shown making do with the odds he/she encounters in their lives. So whether it's a woman encountering eve teasers on the street or people dealing with bad roads and poor infrastructure every day, Dhoni asks consumers to not just stand by and endure the inconvenience but to stand up and make a fuss, demand their rights. Hence Zidd Karo, exhorts Dhoni.
Explaining the campaign thought, Satbir Singh, national creative director, Euro RSCG said, "Zidd as we know it, is usually seen as a negative trait. Through this campaign we aim to show how this negative can be turned into a really strong positive, and can be used to right wrongs. The Dainik Bhaskar brand has Zidd written all over it, one which has achieved what others considered unachievable- not once but several times. Though Dhoni belongs to small town India, he is today the pinnacle of success in the cricketing world. He brought the T20 World Cup to India and made it big on the international stage. He has the passion and the aggression which is very similar to Dainik Bhaskar. He therefore fits in perfectly with the Bhaskar Zidd brand values."
Sanjeev Kotnala, AVP and national head communications, Danik Bhaskar says, "Our core belief has always been the uncompromising Zidd to succeed. We at Bhaskar believe each one of us has the potential – Zidd- to achive success. Through this campaign, we hope to touch a chord with everyone who believes that anything is possible, it just takes zeal, passion and effort. We hope through this, to ignite the belief that everyone has the capability and strength to take a stand and become the best they can."