The New Indian Express has undergone a complete makeover from April 11, 2008. The revamp comes just three days ahead of the launch of The Times of India’s Chennai edition. The New Indian Express is also embarking on a high decibel marketing blitzkrieg to mark this relaunch and has earmarked an advertising budget of Rs 10 crore. Chennai based creative shop WOC is the creative agency on the account, while Starcom is handling the media duties of the paper.
Amudhan, Managing Director, WOC, said that the marketing campaign would clearly tell people what to expect from The New Indian Express. “We have been hampered by the removal of hoardings in Chennai. However, we are mulling over other avenues to bring out the creatives. We are planning to put counters at Sathyam Cinemas, Citi Centre, Spencer Plaza and few other places. We are also exploring other options like bus shelters, traffic medians and other out-of-home solutions,”' Amudhan added.
Commenting on the new tagline of the newspaper ‘100 per cent steel, 0 per cent gas’, Amudhan said, “The tagline is self-evident. Through this tagline we want to say that ‘Express is all steel (courage) and not gas’.”
On the marketing campaign, he said that the community needed a newspaper like The New Indian Express. “The community may not need a Times of India. They might be happy to have a Times of India, and The Hindu could be a habit. But people may not actually need these papers. What people do need is a watchdog like The New Indian Express, and our marketing campaign will revolve around this theme.”
WOC has come up with some good creative work for the relaunch of The New Indian Express. For instance, one of the outdoor campaigns reads, “I don’t want Shakespeare to write my news”, while another says, “Lectures turn me off, so do socialites”. “I don’t dig editors who suck up” and “Bring on the new or take a walk” are among the other outdoor campaigns that WOC has come up with for the relaunch.