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.”
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking