Scarecrow Communications Mumbai launches an ‘India Positive’ initiative for DNA to celebrate and promote a more positive spirit within India
Scarecrow Communications Mumbai has launched a campaign for Daily News Analysis (DNA) to promote a more positive feeling feeling towards the country within India.
K U Rao, CEO DNA said: “DNAs initiative aims to replace negativity with a positive mindset. In the recent past there has been too much of criticism though as a nation we are achieving growth better than the best in the world. The India Positive initiative cuts across cultural and geographic boundaries and tries to bind the people of India under the new mantra of being positive.
“India’s most popular President, APJ Abdul Kalam, famously said: “You have to dream before your dreams can come true.” It’s relevant as we begin the second decade of the 21st century, one that’s now a given will be India’s century. It’s not enough that an Indian may replace Bill Gates as the wealthiest human or that we’ll reach the Moon during this decade.It isn’t an exaggeration to say that even the sky is no limit to what we can achieve, and what we can dream of achieving.Yet lately our dreams are in danger of being cramped. Cramped by fear. Cramped by negativity. Which, we’ll admit, is largely the media’s doing,” said Rao.
He used the Commonwealth Games as an example.
“Sure, it’s our job to expose wrong-doing and corruption, but ask yourself: was that all there was to the Games? Did you not feel proud during the actual event? So what we’re saying is this: we have to strike a balance between being your watchdog and amplifying your dreams. And to that end, we’ll keep on doing our exposés, our investigations, our criticisms, and our scoops. But we’ll now also focus on your achievements, your ambitions, your milestones, and your moments of pride.”
The campaign launches today on Indian Republic Day across prime TV channels and in DNA. The initiative would be driven heavily across both ATL and BTL mediums in the days and months to come. Log onto www.dnaindia.com/indiapositive
Raghu Bhat, Founder Director, Scarecrow Communications said the initiative is the direct outcome of an inspirational and stirring brief created by Mr. Rao and his team.
Through it, we want to unleash a tidal wave of positive pro-India thoughts. Every country has problems but focussing only on the negatives is neither cool nor is it good for our self-image. The film we launch with represents the audacity of hope. A few years ago, who would have thought jaguar will have an indian owner? I commend the director for the infinite detailing. We used football stadium as the theatre of dreams. Football has a big following, is not a cliche and has the right mix of ritual, emotion and success.. ”
Manish Bhatt, Founder Director, Scarecrow Communications added: “In the past we have worked on National Causes like ” Respect the National Anthem” but this initiative is the most meaningful to us because it awakens the optimism lying deep down in the heart of every Indian and today’s rapidly growing Indiia badly needs that optimism. We wanted to create a communication which shakes the inertia of every Indian to rebuild his/her confidence in himself and in his/her beloved nation.”
DNA is published from Mumbai, Pune, Bangalore, Ahmedabad and Jaipur. In its 5 years since its inception, DNA has emerged as the 2nd largest broadsheet daily in Mumbai, Pune and Ahmedabad. And, No 3 in Bangalore & Jaipur. It is not only the fastest growing English newspaper of the nation it is also the 7th largest English broadsheet in India.