Mudra Communications has just unveiled a new campaign for the Sunday edition of the New Indian Express down South.
Mudra’s campaign attempted to give a new look to the imagery of Indian Express, since the Sunday edition of the New Indian Express is seen as a rather interesting read, and is picked up by even those who do not read the Express on other days.
Since the idea was to lead the Express brand with a communication specifically for the Sunday edition, the message in the creatives read, ‘Sunday. It’s special’.
“Essentially, we wanted to create a new face for the Express. We felt that Sunday would be the right arrowhead. It has very refreshing content and we found that most people like the Sunday edition more than any of the other editions. So we decided to make that our focal point. We decided to convey that Sunday is special, and so is Sunday Express,” said Jagdish Acharya, Executive Creative Director, Mudra South.
The five creatives in the campaigns have been released through the outdoor and print medium. Acharya and copywriter Suraj Vasanthan have worked on the campaign.