The latest Malayala Manorama print campaign reflects a fine blend of tradition and modernity. The TBWA-India creation depicting a Kathakali artiste sporting a Christmas cap, is certainly going to pump in revenues to the media major’s kitty. Undoubtedly, Malayala Manorama, Kerala’s leading newspaper, is upbeat about the spending spirit and the season.
This time too the durables market is supposed to be on a boom. The size of the durables market in Kerala alone is projected to be around Rs 2,000 crore. “We are expecting a 40-50 per cent ad spends this Christmas in comparison to the previous month. Last Christmas, the ad spends were around 45 per cent,” says Varghese Chandy, General Manager, Marketing. Commissioned studies seem to project a 20 per cent growth in overall seasonal sales volumes this year.
On the client’s brief, Chandy said, “After Onam the maximum shopping spends happen during Christmas. We wanted to grab the attention of advertisers by reminding them that this is the burst time. We wanted the advertisement to capture the festive spirit and at the same time, retain the Kerala imagery.”
Sunil Thoppil, Creative Director and Cochin Branch Head, said, “The festive seasons of Kerala are quite different from those of the rest of the country. It’s Onam and not Diwali that is the major shopping season. For years, national media planners used to overlook this fact. As a regressive measure, TBWA and Malayala Manorama took the gospel of Onam to the doorsteps of agencies, using events, and further to the desks of the people who matter, through disruptive mailers. Today in Kerala, Onam draws its rightful share of advertising – that’s unarguably the largest.”
On what led to the ad’s creation, he said, “TBWA understood the overall client brief as serving to the industry consumer insights of the market. The advertising that we did was in line with that. Mailers and events have preceded print.”