Where does India’s real purchasing power lie? Most media planners still seemed to think it was in the English speaking metros and resultantly spent most of their clients’ advertising money there. The truth was anything but, with emerging markets commanding the fastest growth and highest ambitions in consumerism and lifestyle. As India’s largest daily and an undisputed leader, it was Dainik Bhaskar’s imperative to reorient the popular perspective and set the record straight. The UNMETRO YOUR MIND positioning and multi media campaigns brought to light this startling truth about the ‘other’ India and placed Dainik Bhaskar as a media house that not just served but celebrated this India.