Before Dainik Bhaskar became a media group with wide reach and influence, before dozens of editions, millions of readers, or nationwide brand recognition, it began with a simple conviction: that “zidd” (stubbornness/determination) didn’t have to be a negative trait. Instead, it could be a force for good.
In 2016, the group, in collaboration with Ogilvy & Mather Mumbai, launched the “Zidd Karo, Duniya Badlo” campaign to give that conviction a voice. Rather than a traditional newspaper promotion, it was a purpose-driven movement: a belief that right determination (“achchi zidd”) can challenge social inertia and spark real change.
See Where the Idea Really Began, A Philosophy Carried In the Brand’s DNA
The idea for “Zidd” isn’t new for Dainik Bhaskar; the group has long seen its own growth as a product of persistence and grit. From a single newspaper in Bhopal, it grew to a media group with a presence across many states in India. That history of steady, determined growth became the foundation for “Zidd Karo, Duniya Badlo.”
What started as an internal philosophy became a public message: stubbornness, the right kind, isn’t about being obstinate. It’s about fighting for what’s right. It’s this idea that the campaign sought to bring to life.
It Was A Simple Story Told with Heart, Creative Execution, & Campaign Tone
Ogilvy & Mather Mumbai chose a storytelling approach rather than a flashy ad-style campaign. The core commercial, a 120-second film, begins in a rural classroom: children learning their alphabet, when a man (the father of a girl student) arrives to take her away from school. As she struggles, the other children rise up and insist she stay, symbolizing a fight between “buri zidd” (wrong/harmful stubbornness) and “achchi zidd” (determined fight for good).
As one of the creative leads put it, they avoided typical advertisement gloss, instead letting the innocence and resolve of children carry the message, because when conviction comes from the heart, it resonates universally.
The campaign wasn’t limited to film. It was rolled out across multiple platforms, including television, print, social media, and corporate communications, embracing the group’s identity in every medium.
Recognition & Impact, When Purpose Meets Excellence
What began as a simple idea turned into a widely celebrated campaign. The “Zidd Karo, Duniya Badlo” initiative earned major national and international recognition across diverse formats, from corporate communications to film. Notable accolades include:
- A Gold at the Golden Award of Montreux (2016) for the campaign film under “Corporate Film”, celebrated for its social message on girl-child literacy and creative excellence.
- Two Gold awards at the Publishers’ ABBY Awards 2017: for “Best marketing of a printed newspaper/edition” and “Best use of mobile/digital by a newspaper.”
- Two Platinum awards from the League of American Communications Professionals (LACP) Spotlight Awards 2016–17, for the “Zidd”-themed Annual Report FY 2015-16 and the “Zidd Karo Duniya Badlo” Corporate Calendar 2017. These were ranked among the global Top 25 communication materials.
- Additional creative and marketing awards: including a Platinum at the Graphis Advertising Annual 2017 (Video Communications), multiple honours at the Hermes Creative Awards 2017 for “Zidd Karo, Duniya Badlo” across categories (Advertising Campaign, Social Marketing Campaign, Integrated Marketing Campaign, Calendar/Annual Report).
In short, the campaign didn’t just win awards for its aesthetic or creative merit; it was recognized for its depth, strategic execution, and ability to communicate a socially relevant philosophy at scale.
What Made It Work, And Why “Zidd” Resonated
- Authentic Brand Roots: Because “zidd” was already ingrained in Dainik Bhaskar’s own journey, the campaign felt genuine — not like marketing fluff, but a real extension of brand identity.
- Real Stories with Moral Clarity: By using a simple, realistic narrative, school, children, social realities, the campaign made the philosophical idea of “right stubbornness” tangible, emotional, and human.
- Multi-Platform Reach with Consistency: The message didn’t stay confined to ads; it appeared across media, corporate collateral, print, and digital, making the philosophy visible in every facet.
- Purpose Over Promotion: The campaign wasn’t about pushing a newspaper subscription. It was about pushing social change, encouraging education, empathy, and collective responsibility. That elevated its impact.
- Creative Excellence + Social Relevance: The blend of storytelling craft and social messaging made it stand out, earning respect from both creative communities and the public.
A Brand as a Social Voice
“Zidd Karo, Duniya Badlo” did more than promote a brand: it redefined what a media company could be. It showed that a newspaper group could, and should, engage with society not just by reporting news, but by championing values.
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By reframing “zidd” from stubbornness to positive determination, the campaign encouraged readers and the public at large to see persistence as a force for change: in education, social justice, and community upliftment.
It set a precedent: a commercial campaign that carried a social conscience; a brand message that transcended sales; a media house that dared to ask, “What more can we do beyond printing news?”
“Zidd Karo, Duniya Badlo” stands as a powerful example of purpose-driven brand communication. It began as a simple assertion that determination, when aligned with empathy and justice, can change the world. It was told through the innocence of children, broadcast across media, and recognized globally for creative and strategic excellence.
In doing so, Dainik Bhaskar and Ogilvy & Mather didn’t just launch a campaign: they sparked a movement. They reminded us that sometimes, all it takes is the right kind of stubbornness, “achchi zidd”, to light the spark of change.
