MAM

Taproot Dentsu creates launch campaign for Firstpost’s print edition

The film takes a dig at the prevalence of sensationalism

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/01/29/taproot.jpg?itok=ighdr-L-

MUMBAI: To launch the weekly print edition of Firstpost, the news, and media website/app from Network18, Taproot Dentsu, the creative agency from the Dentsu Aegis Network stable, has released a campaign that shows how digging deeper for the truth is so important, today more than ever.

The film takes a dig at the race for breaking news and the prevalence of sensationalism over incisive journalism. It is a dramatic take-down of modern journalism to show, by contrast, Firstpost’s comprehensive coverage of stories that need to be told and heard. The campaign has a TV and print leg to it.

Taproot Dentsu creative director Neeraj Kanitkar said, “The Firstpost weekly newspaper is a remarkable attempt at raising the bar for news reporting. While most other papers scramble from one story to the other, Firstpost gives every story what it really deserves – time. Thereby getting to the bottom of every story. The campaign capitalised on this distinct difference, which allows the Firstpost weekly newspaper to be the last word on the news.”

Network18 group brand advisor Rahul Kansal said, “We wanted to tell potential readers that our newspaper will offer an in-depth read in contrast to the breathless, superficial kind of news that has become the norm in the country. Rather than be preoccupied with breaking news in a half-cocked manner, we want to offer insights, analyses and well thought-through opinion. Taproot Dentsu responded with their usual brilliance and completely turned on its head, the usual paradigms in news. From rhetoric like 'breaking news' and ‘you read it here first’ to ‘proudly last’ and “last mover advantage.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_155715_800_x_800_pixel.jpg?itok=V5_c4PGF
HUL regains top spot in first week of 2022: Barc

Mumbai: After lagging behind Reckitt Benckiser (RB) for two consecutive weeks, Hindustan Lever Ltd (HUL) has regained the top position in the first week of 2022. According to data released by Broadcast Audience Research Council (Barc), HUL delivered ad volumes of 4551.67 for the period of 1-7...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_135538_800_x_800_pixel.jpg?itok=lWA4kSEh
Imagine Marketing signs definitive agreement to acquire KaHa Pte Ltd

Mumbai: Imagine Marketing Pvt Ltd (IMPL, the parent company of boAt) has announced that it has signed a definitive agreement to acquire Singapore based KaHa Pte Ltd, an end-to-end smart IoT product development company. The acquisition is expected to augment IMPL’s capabilities to introduce...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_135213_800_x_800_pixel.jpg?itok=GXuEWcZH
Shah Rukh Khan turns chauffeur for Indian cricketers in Hyundai’s latest campaign

Mumbai: Smart mobility solutions provider Hyundai Motor India Ltd (HMIL) on Saturday announced its new campaign with the six- and seven-seater SUV – Alcazar, featuring Bollywood actor Shah Rukh Khan and Indian cricketers Smriti Mandhana, Jemimah Rodrigues, Taniyaa Bhatia and Shafali Verma.  Under...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_134901_800_x_800_pixel.jpg?itok=KZiIXK7q
GUEST COLUMN: How effective social media campaigns can grow a business two-fold?

Mumbai: Social media has been enjoying its all-time high for quite a while now. The outbreak of the pandemic further accelerated its growth due to the rise in penetration and usage of the internet. Every organisation, no matter how small or big, took the digital route for its survival as it...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/img_15012022_125605_800_x_800_pixel_0.jpg?itok=h9ksKT1E
Mother Sparsh kickstarts #MomYouAreNotAlone campaign for new moms

Mumbai: Baby and mother care brand Mother Sparsh has kickstarted the #MomYouAreNotAlone campaign to spread awareness and promote conversations on postpartum blues. While statistics suggest that nearly seven out of every 10 mothers globally battle postpartum blues, more worrisome is the fact that...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/15/neha_kulwal.jpg?itok=IGeLwAfI
GUEST COLUMN: Change of winds - The rise of Online Services in India

Mumbai: The Online Service industry is on a continuous upward path. This industry today contributes as much as eight per cent to the GDP of a fast-growing country like India. Online Services have always been there in the market but in the past two years, it has expanded massively to further sub-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/14/sandeep-dinodiya.jpg?itok=QIKgbsbt
Pickrr appoints Sandeep Dinodiya as SVP & head of Engineering

SaaS-based logistics start-up Pickrr has announced the appointment of Sandeep Dinodiya as the senior vice president and head of engineering.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/14/img_14012022_120301_800_x_800_pixel.jpg?itok=i8XzckPO
Britannia appoints Amit Doshi as chief marketing officer

Mumbai: Bakery foods company Britannia Industries Ltd (BIL) on Friday announced the appointment of Amit Doshi as chief marketing officer, effective from 17 January. ‘’I am happy to welcome Amit back to the Britannia family. Amit’s cross-sectoral marketing experience will be valuable in taking our...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/13/img_13012022_173038_800_x_800_pixel.jpg?itok=X8broWMf
HomeTown announces its flagship consumer-focussed ‘Mano Ya Na Mano’ campaign

Mumbai: HomeTown, the flagship store of Praxis Home Retail Ltd and a home solutions brand has announced its annual marketing campaign 'Mano Ya Na Mano' for its consumers. In order to drive buzz and salience, HomeTown has conceptualised a month-long sale starting from 8 January to February. The...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required