Dainik Jagran’s “Awakening” campaign links reader stories to the newspaper’s brand image, engaging more than 2,000 readers who shared their stories and thousands of others who were inspired by them.
A newspaper, in addition to bringing news and views, also forms the reader’s worldview, lending order to the world, prioritising, and sectionalising it. The newspaper gives one a point of view, awakening the reader in more ways than one.
This formed the background for the Jagran’s “Awakening” campaign. The word “Jagran” means “awakening.” Our core brand promise is “awakening people to the higher purpose in their lives.” Our challenge is to communicate this brand promise in a very matter-of-fact manner to our readers.
Given the deeply philosophical interpretation of “awakening” and that it was open to multiple interpretations, the task of getting everybody on the same page was crucial. Therefore, it was important for the message to be very real, simple, and believable — something an average reader could relate to.
We believe that in everyone’s life, there is a moment of awakening that changes the course of their life. This campaign focuses on this one singular consumer insight to develop a brand programme that would have relevance, appeal, and sustainability.
Through a mass advertising campaign, readers were invited to share their stories of awakening. This was promoted through the newspaper, OOH (out-of-home), and radio. The selected stories were used in two ways:
- Complete editorial integration: A new editorial column entitled, “Jagran: my story, my awakening” was created in our Sunday supplement, featured as a selected story. Every week a new story is carried in the column.
- Creation of a brand campaign: A brand advertising campaign was created in which the winning story, along with a photo of the reader, and his or her signature is used to endorse the brand theme of “Awakening of Dainik Jagran.” At the same time, it invites readers to share their stories with us.
The results have been impressive:
- In three months’ time, more than 2,000 stories were sent in by readers through e-mail and through post.
- A completely new editorial column was created, which, while fulfilling an editorial need, also communicates the brand promise.
- For the first time, real stories of real people were featured in brand advertising. This lent the campaign great credibility and relevance.
- Importantly, this campaign allows us a real interpretation of the brand position of “Awakening.” The variety and depth of the responses have given it sustainability.
- The campaign gives us completely new insights to our brand positioning: it is about how our readers interpret “Awakening” rather than what we want to communicate.
This programme has opened the path for us to engage with our readers at a completely new level. Their stories — of success, of struggles, of strife, of inspiration, of winning against adversities in life, and of valuing simple things in life – became our brand stories.
- A doctor, who on seeing one poor patient’s plight, took an oath to never turn away other poor patients.
- An executive who, from his office, saw a labourer’s children playing in the mud, and opened up a small shed for teaching them.
- A trader to whom someone returned more money than was due, leading him to take a vow of honesty.
- A woman who was celebrating her son’s exam results saw the sad face of the little girl who worked at her place of employment, and promised to send her to school.
These and other stories from different walks of life define true awakening. For a change, the newspaper’s brand and its readers painted themselves with the same brush. This is the single biggest achievement of this campaign.
Author/Contact: Basant Rathore is vice president/strategy, brand, and business development at Jagran Prakashan Ltd., based in Kanpur, India. He can be reached at firstname.lastname@example.org.