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Triton Communications wins creative awards for Dainik Bhaskar campaign

The campaign positioned the newspaper as a 'source of knowledge'

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MUMBAI: Triton Communications, one of India’s leading advertising agencies, announced that its ’Smart Soch’ Campaign that was initiated by Dainik Bhaskar, the largest circulated newspaper in India won the Platinum Hermes, INMA Global Media Award, and Bronze Abby's.

The campaign positioning the newspaper as a ‘source of knowledge’, won Platinum Hermes for print media—integrated marketing, print media—branding, and print media—design illustrations and graphics. It was ranked first for best execution for print advertising at INMA Global Media Awards in New York, and received the bronze awards for best marketing of newspaper at Goa Fest.

This path breaking campaign was conceived by Atul Purohit & Vinayak Pattar and was shot by Daboo Ratnani with hand paintings by Deelip Khomane.

Speaking on the win, Triton Communications Ahmedabad senior director Mona Shah and executive director Mayur Rana said, “Working on the Knowledge position has been most satisfying. A perfect synergy between Dainik Bhaskar's vision and Triton’s creative rendition of the brief.  The work being appreciated by National and International juries is an additional bonus.”

Dainik Bhaskar Group president - sales and marketing Harrish M Bhatia quoted, “At Dainik Bhaskar, we transformed our product from being a source of news to being a source of knowledge as information is already getting disseminated via internet. Our editorial philosophy is 'Reader Centricity' and we decided to create value in the news in such a manner that it becomes knowledge.”

He added, “This needed to be communicated in a manner keeping the customer (reader) benefits from knowledge upfront but without being pompous about it. That was the brief that got rendered as "smart soch" and that resonated with the readers very well. And now I guess it is resonating with juries across the world as the campaign keeps winning awards all over the world.”

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