Vijay Karnataka seeks to turn what is arguably Karnataka’s motto on its head with its new campaign. “Solpa Adjust Maadi” has long stood for the state’s ability to persist despite questionable governance, rampant corruption, poor infrastructure and lop-sided development plans. However, it represents a spirit of apathy and forced ignorance. An ability to avoid problems by simply skirting them. An attitude that searches for ways to make do instead of solving.
Conceptualised by Bangalore-based agency, People Design & Communications, the campaign tries to turn that attitude on its head by exposing it. “Solpa Adjust Maadi” isn’t a motto, it’s an excuse. “By highlighting it as a symptom for the problems that citizens face on a daily basis, Vijay Karnataka hopes to touch upon a raw nerve and connect emotionally with its broader TG,” said Rajeev Ravindranathan, who heads creative at People Design & Communications.
The stories are dramatised reality, the tone is irreverent, the manner is comedic, but the underlying message is loud and clear – “Stop adjusting” or “Adjust Maadkobedi”.
V Balaji, who heads strategy at People Design & Communications, feels that this campaign is about reflecting the attitude of the youth, who have a questioning attitude and don’t buy into the platitudes of the old. He added, “We can see it happening around us, especially with social media. Vijay Karnataka is here to provide a platform for these youth to speak up or do anything, but not adjust.”
Saraswathi Anand, Head – Brand, Vijay Karanataka elaborated, “The paper has consciously strengthened its focus primarily on the youth over the past few years in a bid to understand their goals, needs and aspirations better, reflect their views, and appeal to their sensibilities. This will be an ongoing exercise from Vijay Karnataka.”
TV is the spearhead medium for this campaign. The films in the campaign have been made by Full Meals Creative Studio, Bangalore.
Press, outdoor, online, and editorial campaigns will all encourage dialogue, ideation and empower readers to speak up instead of adjusting.
Watch the video here...