Contract creates a cliche-free TVC for FirstPost

30 May,2012

By A Correspondent, a digital newsroom and an advocate of ‘participation’ accompanying the breaking news process has debuted a new campaign with a television commercial which is set to change the way the world perceives news, or rather newspapers.


While habits suggest people are moving to the internet more often to seek news, the perception of reading news is still dominated by ‘the morning newspaper’, which does provide news, but effectively a day late.


The new campaign for, devised by Contract Advertising, depicts what Firstpost is set out to achieve was simply to reach out to a larger audience. In the one year of its existence, digital natives had already taken a liking to this newsroom on the web and spurred the level of participation by actively engaging with Firstpost on a regular basis. However, the challenge was to take Firstpost to internet users who still thought of the ‘morning newspaper’, whenever they thought of ‘news’. The objective was to get people turn to for their dose of news and opinion on the web or any mobile medium for that matter.


Explaining Firstpost’s commitment to digital journalism, Durga Raghunath, VP Products and Exec News Producer, Firstpost said: “The news has moved beyond a static newspaper. The idea was to make readers entirely rethink their view of news as-it-happens. Therefore, the lines around reading news a day late. Contract, of course, has taken this spirit and made a stunning ad, whose concept is adorable.”


While has its dedicated following, the task was to migrate newspaper readers to Firstpost, explained Ravi Deshpande, Chief Creative Officer, Contract Advertising: “We wanted to get regular newspaper readers interested in the Firstpost. And we needed to do that in the most persuasive and effective way since reading a newspaper first thing in the morning is a hard habit to beat.We also wanted to avoid cliches such as our reporting is better or unbiased etc when we planned the communication. We focus on the fact that you not only help protect our only planet  when you consume news in digital platform but you also help yourself get the news as it happens. You don’t really have to wait for 24 hours to learn about the news”.


Mapping out the approach, he said: “We were pretty sure that once they were there, the product itself would hook them. After all, Firstpost is a truly international news product from Indiathat has not been an offshoot of a traditional newspaper attempting to replicate itself online.


Right from the word go, it has been designed to cater to the needs of people on the move. It enables a dialogue, not a monologue. Challenging newspapers would have to be done at a poetic level. Thus, the direction we’ve taken in the film is to display the terrible loss of trees that the planet goes through. We wanted to cue how people could read news fast on without hurting the planet. While personally I feel reading a newspaper in the morning is rather romantic, the shift to digital is inevitable.”


On aspects of execution he added “We wanted the execution of the film to serve up total honesty, total reality… that’s why we showed nothing fictional when it came to the process of deforestation, whereby trees get cut, transformed into pulp and ultimately into newspapers that serve up news that’s already a day old. The music we chose was an authentic country/folk song, that helped us present irony in an entertaining way, it kept the drama going till the commercial makes its statement about exhorting you to move to the digital platform.”


TVC Credits
Chief Creative Officer: Ravi Deshpande
Creative Director: Ravi Deshpande
Copywriter: Ravi Deshpande & Sahar
Art Director: Ravi Deshpande & Salil Sojwal
Account Management: Arjun Sengupta ,Anish and Namrata
Production House: Day Dreamers
Director: Bosco
Producer: Deepti & Kautul
Agency producer: Ketaki Guhagarkar



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