Dainik Bhaskar urges India to say ‘Na’, to herald change

Dainik Bhaskar Group has extended its ongoing ‘Zidd Karo Duniya Badlo’ campaign with a new TVC. Created by Dentsu Marcom, the commercial urges citizens of India to protest against evils of the society by simply denying, or saying 'Na' to such acts. 

The commercial showcases men and women standing against social evils such as ragging, female infanticide, sexual harassment and eve teasing, corruption and so on by simply saying 'Na'. The 'Na' voiced by various people   evolves into the tune of the patriotic song 'Sare Jahan Se Achcha, Hindustan Hamara’. The film comes to close with a voice over saying ‘Zidd karo, buraiyo ko na kaho, naya jahan banao. Dainik Bhaskar – Zidd karo, duniya badlo’.

On the TVC, Titus Upputuru, national creative director, Dentsu Marcom, said, “The brief was to communicate the brand’s philosophy 'Zidd Karo Duniya Badlo' in a unique manner. We came up with the idea of ‘Na’, which was to see if we could use that as a tool to protest against things that are not right in the country; things that need to be eradicated completely. What better that the citizens themselves taking an initiative, by saying ‘No’ to evil practices that are prevalent in the country.”

On the execution front, Upputuru noted that the challenge was to see if a song emerges from ‘Na’. “It was tough because we wanted to make sure that ‘Na’ and the patriotic song 'Sa Re Jahan Se Achcha' come out naturally together,” he observed.

Sanjeev Kotnala, vice-president, Dainik Bhaskar group, added, “'Na' is perhaps the most important and certainly the most powerful word in Hindi language. Every day we find ourselves in situations where we need to say Na - at work, at home, and in our communities, because it is our prerogative to decide if we want to be the change agents.  Dainik Bhaskar Group does believe that for change to come around, one doesn’t need a revolution or a crowd gathering. It can be brought about by simple acts. And one of these acts, as is portrayed in the commercial, is the act of denial.”

Apart from TV, the campaign will be rolled out in print, outdoor, cinema and digital.

Credits:

Client: Dainik Bhaskar group
Creative agency: Dentsu Communications
National Creative Director: Titus Upputuru
Senior Creative Director/Art: Abhinav Karwal
Director: Shashanka Chaturvedi aka Bob
Production house: Good Morning films
Account management: Arijit Ray, Sharmishta Maitra and Rajesh Matthew