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Dainik Bhaskar: live no negative

Chandan Parsad (Department of Marketing, Indian Institute of Management (IIM) Raipur, Raipur, India)
Sanjeev Prashar (Department of Marketing, Indian Institute of Management (IIM) Raipur, Raipur, India)
Vinita Sahay (Department of Marketing, Indian Institute of Management (IIM) Raipur, Raipur, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 31 July 2017


Subject area

Strategic Marketing Management. This case is also relevant for discussion in other courses like brand management.

Study level/applicability

Postgraduate Management students.

Case overview

Just before the official launch of “no-negative” news edition by Dainik Bhaskar Corp. Ltd, there was widespread speculation that the group was risking too much by going against the set convention of the newspaper industry. The common belief in the industry was “If it bleeds, it leads” and “good news is no news”. While endeavoring to do away with this perception, the management needed answers to questions like “Would it really be an attractive proposition for the readers?”, “Was the group compromising the role and responsibilities of press in presenting the truth to the world?” and “How would it add value to the brand?” The entire debate was pivoted around the sustainability of positive marketing strategy and “Is it a good idea to go forward with No Negative?” For decades, Dainik Bhaskar was known for its strategy of capturing untapped markets or denting into monopolistic markets and become a leader. This case is an odyssey of moving away from the “me-too” to category (positive newspaper) positioning. The main objective of this case is to build the concept and rudiments of positive marketing in practical perspectives using the backdrop of the Hindi newspaper industry and its largest player breaking the myth “only negative news sell”. Besides this, the case also evolves the process of institutionalizing positive marketing in organizations.

Expected learning outcomes

The primary objective of teaching through this case is to make students aware and understand the emerging strategy of positive marketing and its ability to break through the present clutter in the market. It also elaborates on how companies can use this tool for differentiating themselves from others.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



The authors extend sincere thanks to Dainik Bhaskar for their support for the development of this case study. The authors express sincere gratitude to Mr Shiv Dubey, Editor, Dainik Bhaskar, Raipur, Dainik Bhaskar, for his guidance. The authors would like to thank the Editor and reviewers’ for their enriching comments during the review process.


Parsad, C., Prashar, S. and Sahay, V. (2017), "Dainik Bhaskar: live no negative", Emerald Emerging Markets Case Studies, Vol. 7 No. 3.



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