MUMBAI: Firstpost.com has launched its new commercial, which focuses on journalists. The campaign has been conceptualised and created by Contract Advertising.

The commercial shows the unsung hero of the journalism world - the journalist, the source of knowledge, "walking miles, dodging gunfire and battling it out with critics", only to get his/her effort out to the world - one day late.

The TVC highlights the obvious flaw with the existing 'newspaper' model, that of delivering the 'daily' news the day after it has occurred, the company said.

Firstpost.com VP Durga Raghunath said, "Our entire positioning is about digital first. With our first commercial we wanted to encourage readers to seek news the day it happens on Firstpost.com and with the second, we want readers to know that our growing team of journalists are and will be focused on digital. We want journalism to be broken and created for the web."

Contract Advertising chief creative officer Ravi Deshpande added, "While celebrating serious journalism, the film punctures it to make the point that newspapers bring you all that fiery passionate journalism a day late. Perhaps then, journalists may consider Firstpost to be a better place to work. And not just journalists, Firstpost are designed to be news that people consume while being on the move."