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| The Brief |
| To make a rate card |
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| Self-Generated Objective: |
| Innovate to leave a lasting impression on the local as well as national advertising agencies. |
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| The Thought: |
| Sakal should be positioned along side Maharashtra. When the state in mention is Maharashtra, and the subject is media, the top-of-the-mind recall should be that of Sakal Media Group. |
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| The Concept: |
| Maharashtra is a land of surprises, with many facets unknown. We decided to portray things to do in Maharashtra, based on research, like places to see, what to eat, what to wear, specialties and the last one being ‘getting noticed in Sakal’. At the same time the second part gave details of the rates. The concept was the year 20-10. 20 good things to do in Maharashtra and 10 things about Sakal, introducing various publications, initiatives and the rates. |
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| Production Innovation: |
| Rate card opened from both the sides. It was conceptualized to be in an ‘S’ form. It opened to the 20 reasons on one side. And on the other side it opened to the 10 things about Sakal. |
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| Photography: |
| To make it really effective, an expert professional photographer did exclusive photography visiting every single location mentioned in the rate card. |
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The Effect:
- Many calls from local and national agencies to appreciate the rate card.
- A beginning to create a perception about SMG in the minds of advertisers.
- Crossed its shelf life of a year to make it into the collectibles.
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