After close to ten years of communicating on the plank of "When you're sure", Business Standard has now gone in for a change of tagline. The new thought is "Know more. No less.".
The advertising campaign to communicate the new message has been created by Doosra. On television, there will be a series of 10 seconders, which provide a twist to the asterisk, exclamation mark and question mark to communicate "No misinformation", "No sensationalisation" and "No speculation" respectively. There will also be renditions in print, outdoor and the Internet. Activation efforts on ground will also commence in due course.
S Arun Natesh, marketing head of the publication, said, "When we met people - clients and readers - and also through IRS and The Nielsen Upper Middle and Rich (UMAR) study, the feedback was that Business Standard is a good quality read and people do spend 20-30 minutes with it. It finds resonance among corporate heads and hence is a premium paper for premium audiences. Therefore, the communication is about no misinformation and no speculation, which is what the paper has stood for irrespective of changing times."
Zaheer Mirza, founder of the agency Doosra, explained that the agency has handled the brand for a long time, including the launch of the Hindi newspaper and the Smart Investor portfolio. "If you see the brand itself, it's to-the-point and it's meant for the person who's serious about business and life. Hence, every element in this campaign is simple. The line 'Know more. No less.' is an intelligent statement though. It means 'Know more. And know more.'"
Watch the TVCs
Creative: Zaheer Mirza, Kaevan Umrigar, Rajaram Kavatkar, Ramesh Guttikonda
Account Management: Ujjaini Lahiry, Raoul Bhel