Top Story

e4m_logo.png

Home >> Advertising >> Article

Umbrella experiments with silence for Times of India

13-September-2006
Font Size   16
Umbrella experiments with silence for Times of India

The Times of India has been very active when it comes to be physically present in the lives of its readers for key markets like Mumbai. The print major has been associated with several events and festivals, and if the recent NRS readership numbers are anything to go by, it was even delivered in favour of the publication.

One of the most recent initiatives seen from the TOI was during the Ganesha festival in Mumbai when the publication had indulged in a cross media campaign and had tied up with Umbrella for the creative requisites of the campaign. The cross-media TOI Ganesha Utsav campaign had print ads in Marathi and English created by Bhupal Ramnathkar, Sanjay Sure, Prasad Patil, Rachna Surve and Sameer Kochure.

And by Ramnathkar’s own admission, the most intriguing part of the campaign was Umbrella’s TV spot for the TOI highlights of the 10-day festival that had no sound at all. The ‘silent’ TV spot was aired on Times Now and My Channel only on September 6, 2006, the last day of the festival when Ganesha idols were immersed.

“Since both writer Sunil Shibad and I live near the Shivaji Park beach, we could draw on our real life experiences to come up with this media innovation,” explained Ramnathkar, Founder and Creative Director, Umbrella.

He further said, “It took two days from conception to execution and a brave client – Rahul Kansal, Brand Director, TOI, and the Times Team – to back an idea that would run for only a day.” Interestingly, the script was presented and approved over phone. The commercial itself was shot, edited and ready-to-air in just 24 hours.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign