TY  - BOOK
AU  - Raghunath,  A. S. (wri. & ed.)
TI  - Harivansh's experiment with ad-vocacy journalism: from ads to action, words to change
SN  - 9789362643322
U1  - 659.1 
PY  - 2025///
CY  - New Delhi
PB  - Indiastat Publications
KW  - mass media
KW  - journalism
KW  - Harivansh Narayan Singh
KW  - journalist and politician
KW  - Deputy Chairman of the Rajya Sabha
KW  - Prabhat media
KW  - socially-driven media
KW  - advertising sparked
KW  - fighting corruption
KW  - education and gender equality
N1  - Donated by:    A. S. Raghunath; Contents:

Foreword by Harivansh ................................................................................................... xii
2. Prologue: From Twenty Newsrooms to a
Transformative AD-Vocacy Trail: by A S Raghunath ............................ 1
3. Introduction Harivansh: Championing the Craft of Social
AD-Vocacy Journalism in India: By A S Raghunath ............................. 23
I. Chapter: Masters of Message:
The Creative Force Behind Advocacy Campaigns
1. Vishaka Communications: Ink, Ideas & the Impact of
Social Change: Abhimanyu Mishra ………..…………………………….............. 105
2. Designing Change: A Journey with Prabhat Khabar
Under Harivansh’s Leadership: Krishnendu Dutta ……………...... 108
3. Passion, Purpose, and Power of Words: My Creative
Odyssey Born from Prabhat Khabar’s Ads: Nishant Nanda 114
4. Ads to Andolan: A Movement in
Words: Karan Pratap Singh ……………………...................................................... 118
5. From Prabhat Khabar to Global Brands: A 16-Year career of
Crafting Creative Communications: Samrendra Upadhyay 122
6. Prabhat Khabar and the Art of Inspiring Social
Awareness: Amitabh Naval ……...................................................................... 124
7. Bachpan Bachao & Beyond- Prabhat Khabar’s Trailblazing
Role in Bihar’s Mediascape: Diljeet Khanna ...................................... 126
8. A Decade of Social Advocacy in Prabhat Khabar- Shaping
Minds, Shaping Society: Biju Lal ………………………………………………........... 132
II. Chapter: Management's Role- The Pillars of Support through
Leadership and Resources from Prabhat Khabar’s Management
1. From Ruins to Reverence:
The Story of Prabhat Khabar: Ranjit Kumar Dutta …....................
From Ads to Action: How Prabhat Khabar Redefined
Reader-connect: K K Goenka ......................................................... 142
3. Impact of Prabhat Khabar: From Citizen Journalism
to Social Movements: K Uma Shankar …………………………… 146
4. Prabhat Khabar-Four Decades of Leading with Integrity,
Advocacy, and Public Trust: Sumit Bhattacharjee …… 150
III. Chapter: The Journalistic Team- Voices from the Frontline:
The Journalists Behind the Campaigns & Harivansh School
of Social-Advocacy Journalism called Prabhat Khabar
1. Ink That Inspired Social Change: Prabhat Khabar’s
Social Crusade: Anuj Kumar Sinha …………………………………....... 156
2. Bihar’s Voice of Change - The Transformative Power
of Prabhat Khabar : Ajay Kumar ………………………………………..…… 160
3. Prabhat Khabar’s Social Advocacy in Action :
Mithilesh 172
4. Relaunch to Resurgence : How Prabhat Khabar
Redefined Bihar’s Narrative : Anurag Kashyap ………….. 180
5. Harivansh’s Brand of Journalism: Challenging Status
quo to establish new normal : Nirala …………………………............ 192
6. Setting New Standards in News : Prabhat Khabar’s
Transformative Impact in Bihar : Swayam Prakash ….… 200
7. Echoes Of Truth: The Stories That Stirred Bihar :
Shailendra ………………………............................................................................... 206
IV. Chapter: Peer Perspectives-Voices from the
Competition & ad industry
1. Stories That Inspire, Campaigns That
Transform: Vijay Singh ………………………............................................. 216
2. A Legacy of Advocacy and Action :
Naveen Choudhary …………………........................................................... 218
3. From Coal Belt to News Front: My reflections on
Brand Prabhat Khabar: Anamika Nath …………………………… 224
4. Public Service Ads: A Tool to Reboot Brand Loyalty :
Rajesh Pandey ……………............................................................................ 228
V. Chapter: Academic Insights Social Advocacy
in Print Media Insights from the Ivory Tower -
Its definition, origin and objectives
1. From Street Theatre to Print - The Rise of
Social Advocacy : Prof. (Dr.) Abhijit K. Chattoraj ……... 232
2. AD-Vocacy: Prabhat Khabar’s Power to Shape
Society: Dr. Shilpi Jha …………................................................................ 236
VI. Miscellaneous
1. Contributor’s full introductions : …………………….....…................. 238

N2  - Summary: Harivansh's Experiment with AD-Vocacy Journalism: From Ads to Action, Words to Change by A. S. Raghunath chronicles the remarkable transformation of Prabhat Khabar from near collapse into a bold, socially-driven media force under Harivansh’s leadership. Set against the backdrop of Bihar, Jharkhand, and Bengal, this coffee table book showcases how editorial integrity fused with purpose-driven advertising sparked real-world change—fighting corruption, empowering youth, and promoting civic responsibility. From exposing the Fodder Scam to championing education and gender equality, it highlights landmark campaigns that redefined journalism’s role in public service. Blending insider insights, campaign anecdotes, and expert reflections from ad professionals and media veterans, Raghunath presents AD-Vocacy Journalism as a powerful model for meaningful communication. A must-read for journalists, media professionals, and changemakers—this book is both a tribute and a playbook for journalism that informs, inspires, and transforms
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