Sakal Pune turns back the wheel, goes black and white for a day
05 Jan 2011
Marathi daily, Sakal went black and white for a day on 4 January, 2011. The Pune edition of the daily turned back the wheels to announce that Sakal was turning all-colour from today onwards.
Aiming to create 'disruption', the complete Pune edition including all the supplements, advertisements and content, were in black and white. The transition was announced to users through a sky bus in the main issue, which requested the readers to preserve the black and white copy as a memorabilia of Sakal Pune.
Indranil Datta, marketing head, Sakal Media Group, says, ''Sakal as a brand enjoys a strong emotional connect with its readers, so we needed a communication that broke through the clutter. With the black and white issue, we tried to make this a historical moment.''
The communication campaign was created by Setu Advertising, a local advertising agency.
''Simply going all-colour wouldn't have created the impact we were aiming for. Going this way seemed to be a simple, logical and strategically appropriate way to make our point,'' said Rugwed Deshpande, director, Setu Advertising.
The transition was backed by the outdoor, print and radio mediums. The daily had carried a three-day teaser campaign in outdoor and print focusing on the impact of colour, which will be followed by a revealer campaign starting today.
LS Krishnan, business head, Sakal Media Group, explaining the rationale behind going all-colour, said in an official communiqué, ''The competition is rising here and to keep pace with the changing times, we decided to go for an all coloured edition in Pune.''
The marketing surrounding the transition will go on for a month and a series of activities will be carried out to create an experience for the readers of Sakal in the city, added Krishnan.
