24-hour Marathi channel STAR Majha, which rolled out a couple of weeks ago, is ready with its mass media campaign, which will break by the end of this month. Mudra Communications is the creative agency that has designed a television, print and outdoor campaign for this channel, which is targeted at the Marathi-speaking audience.
The campaign, which is slated to break by the end of this month, builds around the same idea that the channel focuses on – that of the changing, emerging identity of the Marathi manus. The campaign uses sarcasm to convey this message with the tagline ‘Nanachi Tang!’, which literally translates to ‘grandfather’s foot’ – implying that stereotypical representation be damned.
Bobby Pawar, National Creative Director, Mudra Communications, explained that the agency approached the campaign with a different take on what it meant to be a Maharashtrian. “It is a simple campaign – the idea is to open people’s eyes to the changing Marathi person. We have taken a sarcastic look at the Marathi stereotype. Through various means, we have made a comment on how it is important to break the stereotypical perspective,” he said.
With the help of the popular Marathi dance form ‘laavni’, the TVCs make a comment on certain stereotypes. The print and outdoor advertisements too target two or three stereotypes, while the tagline and the ad as a whole becomes almost a ‘rejoinder to the Marathi stereotype’, according to Pawar.
“It took us around a month to shoot and prepare the entire campaign. The idea of the campaign is to position the channel as one that is meant for the emerging Maharashtrian,” Pawar further said.
The campaign has been created and conceptualised by Pawar himself, and was also worked on by Assistant Creative Directors Krishna Padhye and Vivek Singh, as well as Creative Director Rajesh Sonawne.