Dentsu creates Dainik Bhaskar’s new ad campaign

MUMBAI: Dainik Bhaskar has launched a new advertising campaign, created by Dentsu Communications.

The campaign is about how if we keep saying Na – and persistently, chances are, we will become a naya jahan. :Na se banega naya jahan”, that is the core message of the campaign.

The film shows several people in our country caught in tough situations like boys being ragged in hostels, a young housewife going to be burnt alive, a government officer who is tempted with hard cash, a young lonely woman in the middle of the night being chased by a ruffian. They all refuse to cow down and say na. The several Nas are then strung together in an edit pattern that helps emerge a collective hum of a familiar tune. Saare jahan se achcha. The film ends with the message – Buraiyon ko na kaho, naya jahan banao.

The campaign will run across TV, Print, Radio, Outdoor, cinema and digital.

Dainik Bhaskar Group VP Sanjeev Kotnala said, “NA is perhaps the most important and certainly the most powerful word in any 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 I as an individual will protect and be the change agent for everyone and everything that matters to me. Dainik Bhaskar Group does believe that for change to come around you may not need a crowd or a revolution - it can be brought about even by simple acts of individuals”

“At one level, the film uses irony. Because while everyone is collectively seen to be saying that our country is Saare Jahan se Achcha, what we are seeing is a world that is far from good. Historically, we have seen that it did not take long, beautifully crafted speeches to cause great movements. If we recall the freedom movement, there were just two words: Quit India. In this campaign, there are no long speeches that ask us to change ourselves and make our world a better place. Dainik Bhaskar wishes to continue its crusade with the thought of Zidd. One of the simplest things that illustrate Zidd is saying no or na. When we hum a song, we usually do it using a syllable. I thought if that syllable was a Na and if we string several Nas together, a song would emerge – a song that can show us the path to a Naya Jahan. That‘s how Na se Naya Jahan came about” says Titus Upputuru, National Creative Director, Dentsu Communications.

Ad film storyboard

The film shows three boys being ragged in a hostel. While two of the boys are made to strip, the third boy stands firm and refuses saying Na. We next see a young woman about to be burnt alive with kerosene oil by a husband and her mother-in-law. But she screams her lungs out with a Na. Elsewhere a creepy looking husband wants to find out if the child his wife is carrying was a girl child by passing on a chit to the doctor, through his wife. The doctor looks at him and firmly says Na. Next, a young woman is chased by a ruffian at a lonely bus stop.

She turns back and gives him a resounding slap before screaming Na. Similarly, we see an official refusing bribe, a child refusing to become a bride by hiding herself behind her mother and so on and so forth. We then cut to see several people saying Na in different parts of the country. Young, old, children, men, women, and the film is cut such that a familiar tune emerges. Saare Jahan se achcha.

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