Dainik Bhaskar has taken forward its 'zidd' (stubborn) campaign with a film conceptualised by Ogilvy & Mather.
The film opens in a classroom at a rural Indian school. The teacher leaves the students to recite alphabets and steps out. A man rides into the school on a bike. Stepping into the classroom, he asks his daughter to come out. Dragging her by the arm, he mutters that he's told her mother several times that she doesn't need to be sent to school, and that neither mother nor daughter listen to him. The teacher notices this and tries stopping him, but it's of no use. The girl tries to escape his hold and go back to the classroom, and her classmates notice this. One by one, they join in and try to pull the girl back. Her father resists at first, but realises his mistake and leaves the girl's hand to go back to class and study. Her friends rejoice. Dainik Bhaskar signs off as a voice over says that every act of bad stubborness has a cure – a good bit of stubborn behaviour.
Kaacon Sethi, chief marketing officer, Dainik Bhaskar, said, "Our brand Dainik Bhaskar embodies ‘zidd’. Our own growth story, from single newspaper which launched in Bhopal to today being the largest circulated with presence across 14 states with 62 editions is steeped in zidd. We are intensely proud of the work by the Ogilvy team on our ‘Zidd karo duniya badlo’ film. It is being received very well."
Kainaz Karmakar, executive creative director, Ogilvy & Mather, said, "For a newspaper brand, it is easy to be preachy while talking about its philosophy. We wanted to avoid that. We wrote a simple story, with a simple message – the right stubbornness can defeat wrong stubbornness. The innocence of our little protagonists and how they dig their heels in for a friend, doesn’t preach but inspires."
Harshad Rajadhyaksha, executive creative director, Ogilvy & Mather, added, "With such an innocent and honest story to be told, the task was to avoid any typically ‘addy’ frills and let the stark struggle between right and wrong shine through. What Sainath brought to our script as a director was precisely that. We also felt that the story would be further enhanced through a song from the uncluttered point of view of children."
Abhik Santara, SVP, Ogilvy & Mather, said, "There is no better time in India for people to be stubborn, for the right reasons. Across a timespan, the brand would keep reminding people to stay stubborn to change the world and for that we plan to take ahead the platform of ‘Achchi zidd’ to various other engaging media."
Client: Dainik Bhaskar Group
Agency: Ogilvy and Mather
Executive chairman and creative director, South Asia : Piyush Pandey
National creative director: Rajiv Rao
Executive creative directors : Kainaz Karmakar and Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
Lyricist: Neelesh Jain
Account management: Abhik Santara, Dushyant Kumar, Neha Shetty, Mohit Patti
Agency films dept.: Manoj Joshi
Production house: Purple Vishnu
Director (film): Sainath Choudhury
Music: Pankaj Awasthi