The objective – To re-establish 24 Ghanta as one of Bengal’s leading Bengali news channels.

The idea – We have come up with a simple idea that says – ‘No news is a small news’. This idea arrived from the insight that no problem is a small problem in a common man’s life.

The execution – We identified some of these problems (Like – open dumping of waste, anti-social activities, water scarcity) and showed them in a way that’s larger than life. These ads aptly reflected the news channel’s commitment of giving importance to everyday problems faced by a common man.