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| The Brief |
| Sakal Pune edition going all color with a number of value additions for a better reading experience. |
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| Challenge |
| To deliver the message noticeably and memorably. |
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| Strategy: |
Shock & Awe
To make a move that surprises every reader and creates enough hype so as to inform non-readers as well. Focus on absence of colors to highlight their presence. Generating anticipation and curiosity before going all color was the strategy. |
| Teaser: |
| The Solution |
| Sakal black and white move took Pune’s avid readers by shock, emphasized on the importance of colors and created a backdrop for the all-color launch. The next day’s edition was highly anticipated and welcomed. |
| »Innovation: The product becomes the innovation. Sakal goes completely black and white, just one day before going completely color. All the important color pages, including the front page went black and white showcasing a dearth of color. |
| »Communication: A communication box right on the front page asked the readers to make the last black and white Sakal a collectible as they would never get to see it again. An aggressive tone and simple design made people take notice. |
| Launch: |
| Sakal all-color launch was a jacket with a blast of colors introducing different value additions making reading Sakal a vibrant and joyful experience. |
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| Summary Box |
| Sakal black and white move took Pune’s avid readers by shock, emphasized on the importance of colors and created a backdrop for the all-color launch. The next day’s edition was highly anticipated and welcomed. |
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| The Effect |
| A huge hype, word-of-mouth publicity making the non-readers take notice. While it re-established the connection with the readers who experienced a renewed pride and enjoyed a colorful reading experience. |
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