If the past few months are anything to go by, Kochi might soon become a creative agency hotspot of India. Campaigns like the Kochi Metro Transgender, World Press Freedom Day and others have seen positive recognition from all over the country. What makes these campaigns a standout? We explore…
Kochi Metro Transgender campaign:
With the launch of the prestigious Kochi Metro, Maitri Advertising partnered with the Government of Kerala to release a video announcing the employment of transgender people on the project. The video has gone viral internationally, with millions of views and over 4 million dollars in earned media coverage, from BuzzFeed and Mashable to Al Jazeera and the BBC, to name just a few. This has put the campaign on par with the biggest viral successes coming out of the big Mumbai firms.
World Press Freedom Day campaign:
On World Press Freedom Day celebrated on May 3, Mathrubhumi took to blacking out its front page to lend its support to journalists all over the world who don't enjoy the same freedom that Indian journalists do. The impactful campaign garnered headlines all over the country and sparked a debate on press freedom.
Save Water campaign:
The ‘Save Water’ campaign, rolled out during the difficult period of drought, along with the 'Tree for Tomorrow' campaign became two of the most effective and talked-about campaigns in the state of Kerala. And all this just in the first half of 2017!
In the ‘Save Water’ campaign video, a young girl and her troop of friends talk about the hard-hitting reality of summer and drought that many rural areas might have to face. The children inform viewers of various ways to save and conserve water and create awareness for the upcoming tough days.
Tree for Tomorrow campaign:
The 'Tree for Tomorrow' campaign was rolled out on the occasion of World Environment Day on June 5. The main attraction of this campaign was the participation of some very famous celebrities of the state from Mohanlal and Manju Warrier to Kunchacko Boban. It was inaugurated by the Chief Minister of the State, Pinarayi Vijayan.
Though this campaign has been around for quite some time, its video was made to compile all the activities being done under the banner of SEED. To make this video impactful, children have enacted various roles played by celebrated actors in movie situations where the environment was being harmed by the characters. At the end of the video, popular actor Mohanlal gives details about the significance of the campaign.
Since the first biennale put Kerala on the creative map in 2012, artists in Kochi have been dishing out creative work steadily. With Onam right around the corner, every creative agency is busy trying to innovate and stand out.