Navbharat Times (NBT) has rolled out a campaign 'Pragati ka Partner'  (partner of progress), which highlights the story of a transgender Zoya Thomas Lobo, whose journey of progress embodies the spirit of the newspaper.

Conceptualised by BelieveTrinity, the ad film showcases Lobo entering a Mumbai local train and getting stared at and judged by groups of all ages. Lobo finally wants to get ahead to the gate and urges a senior man to let her through, however he argues and stares down at Lobo thinking they are asking for alms as well. When Lobo finally shows the camera the man understands that she is a photojournalist and gives her way to go to the gate. The film then goes on to share that, Lobo who once was seeking alms in Mumbai’s local trains, defied all odds to become India’s first transgender photojournalist—proving that passion and perseverance can turn barriers into breakthroughs.

What we think about it: A powerful testament to progress, the campaign spotlights the real-life journey of a transgender photojournalist. Through evocative storytelling, the film captures societal bias and the triumph of perseverance in a single train ride. This campaign boldly embraces stories of resilience and change, while staying true to their brand identity, which leaves a lasting and meaningful impact.

The print leg:

Sivakumar Sundaram, CEO, publishing, Bennett, Coleman & Co, said, “NBT stands for 'journalism of progress' and we believe that progress is best exemplified by stories of courage and change of real people. With its latest campaign, Pragati ka Partner, Navbharat Times is celebrating such stories of progress and encouraging a positive narrative for us every morning.”

Samarth Shrivastava, founder, BelieveTrinity, added, "The Navbharat Times campaign crafted by team BelieveTrinity is a tribute to real-life changemakers—individuals who didn’t just overcome challenges but turned them into opportunities for progress. These are not just stories; they are a reflection of Navbharat Times’ philosophy— ‘Pragati Ka Partner’, a brand that stands for progress, purpose, and people. We are honoured to bring these voices to the forefront and celebrate the relentless spirit of those who shape a better tomorrow.”

The campaign has been released across print, digital, OOH, and multiplex.