WATCH: Firstpost's 'Journalist' TV commercial

Today we release our second ad in our campaign, that signals our approach to Digital First Journalism.

Raghunath July 09, 2012 10:26:14 IST

Late last month we debuted a new campaign which we hoped will change the way you perceive news or rather, newspapers. That 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.

Today we release our second ad in our campaign, that signals our approach to Digital First Journalism. The hero is the Journalist who 'dots every i, crosses every t, burns the midnight oil and...' so much more to give you the news still, a day late.

WATCH Firstposts Journalist TV commercial

Screengrab from the new Firstpost TVC.

We want you to know that our growing team of journalists are and will be focused on digital. We want journalism to be broken and created for the web. We feel strongly that news shouldn't be saved for print; the reader deserves the right to know the news as it happens.

And like you well know, always wanting to creatively provoke, we like to say things differently.

On the execution, Ravi Deshpande, Chief Creative Officer, Contract Advertising told Campaign India, "We settled upon the idea of shooting the film in 'film noir' style because the black and white treatment offers a way of dramatising the romance of journalism - the shadow world that the journalist lives in, with tips from informers, interacting with various elements of society not all of them savoury, followed by typing it all down on a trusted Remington typewriter that is as tough and hardy as the serious journalist."

Razneesh Ghai, director of the film, added, "The dramatised, one source of lighting used in the films through 1940s and 50s had a special appeal to it. To do justice to the style (and pay our homage), we opted to shoot on film (35 mm) instead of digital. The art direction and lighting was also appropriate to the gritty visuals of the 'film noir' style. The idea was to have an overall, comprehensive approach to the 'period' look of the film."

Watch our previous commercial here:

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