Noshe Oceanic’s recent print campaign for Genesis Global School (GGS) was provocative enough to merit mention in Hindustan Times. Launched as a sequel to the ‘redefine academics’ launch campaign, the latest campaign shows a young girl playing with a ball and a broom with a header that goes “Is Kantabai becoming your child’s guru?” Providing free food for thought is not the only objective here as there is a goldmine of truth forming the background of this campaign.
The Genesis Global School campaign stimulated the grey cells of an HT columnist enough to dedicate his entire column to a single ad. A few weeks later an India Today columnist had a reply for his HT counterpart and the mails and letters to the principal were aplenty. Now the controversy is over.
Asheesh Sethi, President, Noshe Oceanic, explained, “Realising that the forces parents compete with today have grown to proportions beyond what can be controlled at a parental level (be it excessive exposure to violence on TV, an aggressively targeted videogame industry or anti-social entities), we have positioned GGS as a counterforce that combats the ills of upbringing in today’s context.”
“The brief we got from Genesis Global School was to promote the new day boarding school coming up in Noida,” he added.
The campaign will be appearing in all newspapers and magazines till January 15, 2010. It is also running on the homepage of Timesofindia.com.