Jagran Sanskarshala

When a newspaper decided to become the nation’s teacher

The value of goodness

Murder, Rape, Scam, Crime, Robbery, Suicide, Accident, Fraud, Bribery, Scandal

– scream newspaper headlines every morning

With newspapers carrying so much negativity, an entire young generation was turning its back

on newspapers

The messenger was bearing the brunt of carrying bad news.

The world’s most vibrant newspaper market

300 mn Readers

30,000+ newspapers

54 mn Copies circulated daily

In this hypercompetitive category, garnering readership and circulation at any cost became the prime motive for newspapers

We were witnessing a gruesome shift in the axis of journalism

Shaping Views

Delivering News

From To

The role of newspapers as “conscience keepers of society”

was being questioned.

Our Challenge

To reignite our role as the conscience keeper, and create

content that would attract young readers to the

newspaper.

We decided to lead the change

Carrier of News

Corrector of Values

From To

Reporting Value Erosion

Resurrecting Value System

This was Jagran Sanskarshala : A school of Values

The value of goodness

The Idea of Sanskarshala All that the world needs is a little bit of goodness

To create content in Dainik Jagran on moral value education for contemporary living

To break the shackles of negativity that newspapers carried.

To carry stories of hope, positivity and optimism with a message for the younger generation and their guardians.

Women Empowerment

Water Conservation

Poverty Eradication

Healthy Society

Educated Society

Population Management

The concept of 7 Principles is at the core of our editorial philosophy . These causes are intrinsically linked to the real

progress of our nation.

Educated Society is one of our core 7 Principles. Aligned to our principles, this programme enabled us to build deep emotional connections with our audience from “inside-out” – coming straight from the brand’s purpose of existence

Environment Conservation

Sanskarshala 4 stage process :

Create content on moral values through stories, expert views, anecdotes and views of children

Register students to participate in the programme

Conduct an examination based on the content carried in the newspaper

Award the winners

1 2 3 4

Bringing the idea to life

Creating the Sanskarshala

Page

Reaching out to children &

Parents

Curating the right Content

Seeding the idea

Testing Efficacy

1 2 3

4 5

We created a team of mentors comprising School Principals to deliberate on the issues that Sanskarshala should tackle

Over 400 Principals partcipated in these

discussions across 25 cities

Curating the right Content

1

The chosen topics of Sanskarshala Curating the right Content

1

Virtue of Service

Expectation management

Pride in citizenship

Self worth

Goal Setting for happiness

Digital Communication Protocol

Lack of Respect & fall of ethics

My life with my responsibility

Responsibility towards country

Innovation & Risk taking attitude

Respect for Money Icon in Uniform – Sam Maneckshaw

Exclusive Sanskarshala pages were added to the newspaper Creating the Sanskarshala

Page 2 More than 800 Principals, 2500 teachers/academicians and

5000 students wrote articles for the Sanskarshala Pages

We reached out and partnered with 1327 schools Reaching out to

children & Parents

3 1 mn students registered for the programme

Direct contact was established with 1327 schools spread across 13 states of India

Children from these schools registered with us to

participate in Sanskarshala

Programme Launch Ad & its translation Reaching out to

children & Parents

3 Released in Dainik Jagran

The road to nation building goes through the hustle bustle of the market, beyond the boundaries of the black board, it treads the path of environmental concern, of good leadership, and of social justice. But the road begins from the strong moral foundations of the next generation. Let’s raise our next generation on a firm foundation of values and move on the path to nation building.

The value of goodness

Programme Launch Reaching out to

children & Parents

3 Editorial articles announcing the launch incorporating views from Parents, Principals and Students

The value of goodness

Programme Launch Reaching out to

children & Parents

3 Website with articles on Moral Values, and Online Moral Aptitude Test

Online Test Module Website

Programme Launch Reaching out to

children & Parents

3 Promoted through TV and Radio

TV Commercial

https://youtu.be/Eyr89ToXGmA

Programme Launch Reaching out to

children & Parents

3 Promoted through Social Media

Morning School Assembly takeovers – Sanskarshala moral stories from the newspaper being read out to children Seeding

the Idea 4 Over 1000 school assemblies taken over.

Morning School Assembly takeovers – Sanskarshala moral stories from the newspaper being read out to children Seeding

the Idea 4 Over 1000 school assemblies taken over.

School Assembly takeover Video

https://youtu.be/azMZh4E7iUM

https://youtu.be/ry8jMRvUW20

Some schools adopted a Sanskarshala Value , and implemented a project in their school. Seeding

the Idea 4 Over 200 school projects reports on Sanskarshala.

Based on the content carried in the newspaper, we conducted an examination of the 1 mn registered children and their Parents

Testing Efficacy 5 Scores of the child and his parents to be combined to give

one score . After all instilling values comes from family first

Impact

1 mn Children Participated 1

A primary objective was to get the relevant content across to these young readers and make the newspaper itself

relevant to these young readers

Impact

1,46,000 Circulation Increase 2

Parents were happy to handover the newspaper to their kids for the

Sanskarshala content. This reflected in the circulation increase

Impact

Dainik Jagran Talks of “Value Resurrection” 3

A newspaper for the 1st time created a platform for young readers to help them find their way

among the moral puzzles of the modern world and its cacophony of voices and opinions.

As a market leader we pushed new boundaries

Impact

Dainik Jagran had the highest

Top of Mind Awareness at

29%

The next brand was at 24%

Gains for the Brand

4

Dainik Jagran had the highest

Brand Satisfaction

Score of 57% in the newspaper

category

Dainik Jagran had the highest

Brand Likeability in the newspaper

category

Dainik Jagran had the highest

Intention to Read in the newspaper category

Brand Study Oct ‘16

Importantly, we were able to shift the axis and create stories of positivity & moral values to get young readers interested in newspapers all over again