Brand: Dainik Bhaskar
Brand owner: Dainik Bhaskar
Lead agency: Famous Innovations
Media channels: Newspapers
Budget: Up to 500k
This story captures one of those rare occasions when the top players in a category came together to take on a competitor, by making their values the weapon of choice.
A storm of fake news has hit India, its citizens and its netizens the hardest, and social media is at the helm of this systematic chaos. Dainik Bhaskar, India's second-largest print media house, saw this as an opportunity to remind audiences about the value of patience and veracity over social media popularity.
The insight we arrived at was that, today, thanks to social media, everyone seems to know everything and everyone seems believable.