Campaign India Team
Mar 05, 2014

Lokmat promises to be witness, companion and guide; urges audience to distinguish fact from fiction

Watch the ad film conceptualised by Ferry Wharf Communications here

wide player in 16:9 format. Used on article page for Campaign.

Marathi daily Lokmat has launched a TV campaign underlining its promise of staying true to the fundamentals of journalism.The new TVC ‘Aamhi Lokmat ’ (We are Lokmat) looks to distinguish the brand from the rest.

The film provides a reporter’s perspective of news and news gathering. The commercial several key news developments that Lokmat has covered through archived photographs and video footage.  The scenes range from coverage of extreme terroristviolence, war stories, public protests to expose corruption, natural disasters, growth and progress, naxalism and deranged debates in a house of elected representatives. The film shows how the reporter has been with the viewer through these issues: as a witness to the past, a companion in the present and as a guide for the future. The film ends with a newspapercoming off the press, as a voiceover says, ‘Aamhi Lokmat.’

Rishi Darda, joint MD, Lokmat Media, said in a press note: “The TVC had to capture the calibre of Lokmat’s journalism and the unparalleled news and analysis it brings to its people.”

On the objective of the TVC, Mandir Tendolkar, VP - communication, explained, “The TVC had to portray the role that Lokmat plays in raising issues and concerns shared by all of us and position Lokmat as a newspaper that is a witness to the past, understands the present and shows the way for the future.”

Deven Sansare, CCO, Ferry Wharf Communications, said, “There is so much content out there that it is becoming increasingly difficult to separate fact from fiction and news from opinion. In that context, Lokmat’s brand of journalism becomes especially relevant.”


Brand: Lokmat Media

Creative Agency: Ferry Wharf Communications

Production House: Ravi Deshpande Pictures

Director: Ravi Deshpande

Video Footage: IBN-Lokmat

Campaign India

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