PRINT INNOVATION

Innovation At a Glance

Making headlines

Dainik Bhaskar turns D P Bhaskar for a day

Client brief

Grab Reader’s Attention Ensure that we stand out

from other Jewelry ads on Pushya Nakshatra (An auspicious day in India when people buy gold)

The Idea behind Innovation When we were thinking something ‘out of the box’ to avoid clutter of Jewelry ads, we came up with the idea of a 3-flap ad in which all the 3 flaps are also complete ads in themselves. The masthead of Dainik Bhaskar separated by first two flaps, looked as ‘D. P. BHASKAR’ at first glance and created a buzz in town. The front page was a complete ad in three flaps. After the reader turned the first flap, there was a complete half page ad and on turning the second flap, a quarter page ad was revealed. That’s Innovation At Its Best!

Behind the Scenes Deepak Jetha, Managing Director Anwar Hussain, Art Director Yogesh More, Designer Chhaya Chourey, Copywriter About the Agency Deepak Advertising Agency is Central India’s leading innovative and award-winning advertising agency for the last 11 years. About the Client D.P. Jewellers is among the oldest jewellery outlets in M.P. and Rajasthan.

The Impact It created a buzz among the readers. The first surprise was the masthead where instead of the name

of the newspaper ‘Dainik Bhaskar’, they saw ‘D.P. Bhaskar’. The ad influenced the minds of customers and talks about the

ad lasted for almost a week which is rare in print advertising. Speaking about the impact of this innovation, Mr. Deepak Jetha, the managing director of Deepak Advertising said, “The client had briefed us for an ad which can motivate the readers to at least have a look on the ad in the paper where every other ad was a jewellery ad that day. We aimed at avoiding the clutter." He further added that the client witnessed not only double foot fall in comparison to last year on that day but also acquired many new customers.

Press Coverage for the Ad

Agency Faqs