MUMBAI: In the competitive ecosystem today, having a strong editorial strategy is not enough for the Indian News Broadcasters. A cutting edge television commercial is a must for them to garner eyeballs. India Today group for its leading Hindi news channel Aaj Tak rolled out a new campaign. The title “Aankhen Khol De,” itself is an intriguing one.

Conceptualised and created by the renowned Bollywood film maker and expert ad maker Pradeep Sarkar. The campaign features a series of 8 hilarious black and white commercials namely, Andha Dharna, Angootha Chap & Rishwat Ki Daal with a twist to humour.

"This campaign reinforces the positioning of Aaj Tak as the SABSE TEZ news channel with the message of being the eye opener of society. For the last 15 years, Aaj Tak has dominated the news space as the nation’s No.1 News channel and the people’s brand that rules over the mindspace and heartspace. The campaign reiterates the role of Aaj Tak to dig out the truth and to present it as it is, something that the channel has delivered through the years making it the Indian viewer's clear preference," says India Today CEO Ashish Bagga

The ace ad film maker was also the man behind Aaj Tak’s first TVC after channel was launched. Later, his first TVC with Aaj Tak won him the Best Director of the Year Award at Abby Award Ceremony, an award instituted for the first time in 2003. In addition, his company Apocalypso Films also bagged the silver for campaign of the year at the Abby’s with its Aaj Tak campaign.