Firstpost.com, was conceptualised as an exclusively digital newsroom with an emphasis on ‘participation’ accompanying the breaking news process. Today we debut a new campaign which we hope will change the way you perceive news or rather, newspapers. This new video ad braces the viewer to the reality that newspapers and the planet are under siege. But there is a new option for a new age. Firstpost.com. Read today’s news today, not a day later.
While habits and all our data 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.
While we are well in the minds of you digital natives who talk to us everyday, 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 to turn to Firstpost.com for their first dose of news and opinion on the web, or on any mobile medium for that matter.
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, our ad agency, of course, has taken this spirit and made a stunning ad, whose conceit is adorable. This is as much us fighting for the digital medium as it is for Firstpost.
While thinking about this brief, Ravi Deshpande, Chief Creative Officer Contract Advertising, told us that this was the way he approached it: "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. All, so that the reader, gets to read news that is already a day old. We wanted to cue how people could read news fast on Firstpost.com without hurting the planet.
Please tell us what you think, you always do.
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
Producer: Deepti & Kautul
Agency producer: Ketaki Guhagarkar