Dainik Jagran: Jan Jagran Judicial Reforms
Jitender Dabas and Ashwani Sinha
Brand owner: Dainik Jagran
Agency: McCann Delhi
Brand: Dainik Jagran
Channels used: Events and experiential, Internet - microsites, widgets, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Public relations, Radio, Sponsorship - event or property
Media budget: Up to 500k
This is the story of how the largest newspaper in the world's largest democracy reclaimed opinion and editorial leadership from live news channels and interactive media.
Faced with the onslaught of new media, India's largest newspaper, Dainik Jagran, with a readership of over 54 million, was losing readership and opinion leadership to 24/7 news channels and hyper-interactive online feeds.
To reclaim its right to stir public debate, Dainik Jagran identified an issue that everyone was affected by but no one was willing to resolve. As one of three pillars of Indian democracy, the judiciary was plagued by endemic problems that made it hugely incompetent. Over 30 million pending cases pointed towards the fact that every common man's quest for justice started with apprehension, and ended with discontentment and weariness.