Top Story

e4m_logo.png

Home >> Advertising >> Article

Mathrubhumi creates interactive Onam campaign for advertisers

01-August-2015
Font Size   16
Mathrubhumi creates interactive Onam campaign for advertisers

Taking a step away from the regular B2B approach of peers, Mathrubhumi has launched a new Onam campaign that sports the moniker ‘Kerala’s Most Formidable Media Force’. The campaign is adorned with concept art influenced visuals and a catchy line to reach Mathrubhumi’s various verticals. The theme is built around an obvious yet often overlooked insight, the Onam season in Kerala sets the stage for a ‘battle of the brands’, vying for consumer attention and is one of the busiest buying periods in the state.  

Positioning the media group as a major player in Kerala’s multi-faceted market, the campaign created by Maitri Advertising, presents each of Mathrubhumi’s verticals as a specific troop in a battle that is reminiscent of Mahabharata. 

M V Shreyamskumar, Director, Marketing and Electronic Media, Mathrubhumi explained, “The objective of the campaign is to communicate the massiveness of the Mathrubhumi Group. We have a really strong presence across various streams - Print, TV, Radio, Online and a competent on-ground activations division. This was the key idea to be conveyed in a coherent and effective manner.”

Beyond the scope of print media, Mathrubhumi has also created an interactive digital game along with unconventional market mailers. The strategic game presents an environment where the player has to tactically choose different Mathrubhumi vehicles to help a new brand reach the market leader position.

Venugopal Ramachandran, Creative Director at Maitri Advertising opined, “An effective ad campaign primarily has to grab attention; the second objective should be driving people to engage with the brand. In a time where marketers continue to brandish new technology just for the sake of it, our goal was to creatively engage consumers more deeply with what our client could offer them.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.