The Free Press Journal engaged with creative agencies across India to role out a social communication initiative.
The publication worked with Mogae Media to engage Indian creative agencies to create advertising campaigns on the coronavirus crisis and related social issues.
Each ad of every campaign was to be in full-page size. The agencies were given an open brief: choose your own theme related to the pandemic, and create what you would like the world to see.
The agencies that participated and had their campaigns published in the publication were: Bang In The Middle, Havas Group, Laqshya, Publicis, Rediffusion, RK Swamy BBDO, Scarecrow M&C Saatchi, Taproot Dentsu, Wunderman Thompson and Umbrella Design.
Abhishek Karnani, director,The Free Press Journal, said, "We as a newspaper aspire to engage with our readers in the best possible way. One way of doing so was to run these advertisements from these nine esteemed agencies. Through this we have sought to communicate messages of hope and tenacity – so vital during this lockdown period. Subtle yet strong messages were wonderfully crafted and conveyed by these agencies. We are thankful to them. Special thanks are owed to Mogae Media which conceptualised this entire campaign."
Sandeep Goyal, media veteran and chairman, Mogae Media, said, "Abhishek Karnani and FPJ are really large-hearted, and very generous, to give so willingly of their media space for communicating messages of societal good. The agencies too gave us their talent and time without demur. The creative quality was uniformly high. I noticed also that despite full page sizes on offer, the copy was minimal. Obviously, faith in long copy has waned! The art direction across campaigns has been 10/10. I am really glad we did this social communication initiative."