The ET recognized the power of knowledge & wanted to establish itself as the leader (not just in terms of circulation) but also in terms of what information the daily provided.
(Warning – I was confused which campaign I liked more, so I decided to show both)
Knowledge is Power, the saying goes. Success comes to those who use this acquired knowledge in business. This is what differentiates the successful from the rest.
Money is not the only criterion to be successful. In the old economy – money, connections made the difference. That scenario changed with the onset of the knowledge economy.
The Economic Times recognized this & being the largest financial daily wanted to establish itself as the leader (not just in terms of circulation) but also in terms of what the financial daily provided.
It has separate supplements like Brand Equity, partnerships with international media houses etc.
In the early 90s, the brief went to Equity Advertising (became Nexus Equity) & Rajan Nair (the creator of Complete Man) in particular.
‘The Power of Knowledge’ resulted. Along with Ashok Dhurie, Arun Kale, T V Narayanan, Aradhana Chitnis & Arun Bramhanya. They created a brilliant campaign that established The Economic Times as a leader. It did help immensely that the client was Pradeep Guha at Bennett Coleman. Most of the creatives were based on articles in the ET.
The 2nd campaign is from Enterprise Nexus created by Alok Gadkar, Sonal Chhajerh, B Ramnathkar & photography by Umseh Aher