Dainik Bhaskar’s Junior Editor initiative breaks multiple records
by EVENTFAQS Bureau | Corporate/Brand Marketing | March 23, 2012
Dainik Bhaskar's initiative, Junior Editor-2011, has received recognition by three record books including the Guinness World Record, the Limca World Record, and the India Book of Records. Junior Editor was an interactive programme with elements of editorial, designing, creative writing and reporting of the major happenings in and around the world.
The initiative was recognised by Guinness World Record as ‘The Largest Writing Competition', by Limca World Record as ‘The Largest Countrywide Newspaper Making Competition for Children', and India Book of Records for ‘The Largest Number of Manually Prepared Newspapers by Kids'. The Junior Editor initiative was the third mega initiative of Bhaskar Champs Club, which has more than 2 lakh members in DB territories.
Under the initiative, a total of 67,130 manually created newspapers were submitted by children from 41 cities in 10 states. The activity commenced in February 2011 and culminated on Sept. 18, 2011. The participants created their own newspapers using the framework provided in eight page templates. These even had creative spaces for subjects as varied as ‘Cartoon & Caricature' and ‘Ad Mad - Creativity at its best'.
Vinay Maheshwari, Vice President - Sales & Market Development, Dainik Bhaskar Group said: "Guinness World Record is just an affirmation of scale. The Junior Editor 2011 has made it to all three relevant records and the participation of 67,130 participants from 592 schools joining in reflects the stature of the club as well as the strong brand presence of DB Group".
Commenting on the idea behind the initiative, Maheshwari said: "The idea behind the initiative was not only to engage kids but the entire family by providing them with a smart reader engagement. As the participants were expected not to just cut-paste the information but to give their own interpretation and at times, use their imagination to complete a story, it definitely had the family interacting as a unit. That was also the focal point of Ideation. Such initiatives tap the existing potential of strengthening reader connect with the brand."
The participants participated in two categories based on the level of expertise and expectations. Category A (Class 1st to 4th), Category- B (Class 5th to 8th) and Category C (Class 9th to 12th). An exhibition was held across six locations, namely Jaipur, Bhopal, Chandigarh, Ludhiana, Raipur and Ranchi, presenting 2,150 manually prepared newspapers saluting participants' excellent presentations. About 183 entries received the honours as ‘Junior Editors', 12 ‘Categorized Winners', 24 ‘Panel's Choice Award' and 138 ‘Meritorious Participants' at a grand event organized in Delhi on Sept. 18, which was conferred upon the participants by chief guest, Gen. V.K. Singh - Chief of the Army Staff.