8 creative agencies partner FPJ & Mogae on social communication initiative

11 May,2020

By A Correspondent


Over the last month, the pages of the Mumbai-based Free Press Journal (FPJ) have featured social communication messages produced by leading creative agencies.


This was the outcome of Mogae Media collaborating with FPJ to get leading agencies to create ad campaigns on the current coronavirus crisis and related social issues. Each creative was to be in full-page size. Beyond that the agencies were allowed an open brief: choose your own theme related to the pandemic, and create what you would like the world to see.


Agencies such Bang In The Middle, Havas Group, Laqshya, Publicis, Rediffusion, RK Swamy BBDO, Scarecrow M&C Saatchi and Wunderman Thompson delivered a total of 10 campaigns. Each of them focused on different social aspects of this crisis. These print ads were featured prominently either on the jacket or a full page of the newspaper.


Said Abhishek Karnani, Director,The Free Press Journal: “We as a newspaper aspire to engage with our readers in the best possible way. One way of doing so was to run these advertisements from these nine esteemed agencies. Through this we have sought to communicate messages of hope and tenacity – so vital during this lockdown period. Subtle yet strong messages were wonderfully crafted and conveyed by these agencies. We are thankful to them. Special thanks are owed to Mogae Media which conceptualised this entire campaign.”


Added Dr Sandeep Goyal, Chairman, Mogae Media: “Abhishek Karnani and FPJ are really large-hearted, and very generous, to give so willingly of their media space for communicating messages of societal good. The agencies too gave us their talent and time without demur. The creative quality was uniformly high. I noticed also that despite full-page sizes on offer, the copy was minimal. Obviously, faith in long copy has waned! The art direction across campaigns has been 10/10. I am really glad we did this Social Communication Initiative.”

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