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.”