The Hindu has just launched an innovative brand campaign in Bengaluru under the hashtag - #spiritofbengaluru. The campaign is currently live digitally on spiritofbengaluru showcasing 2 contrasting personas of the city of Bengaluru. When you view the video on mobile, you can switch between the ‘beauty’ and the ‘beast’ by simply watching on landscape and portrait mode.
The key thought behind the campaign was to get viewers to sit up and notice how beautiful their city of Bengaluru can be if only each one plays their part.
Dr. Sathya Sriram, AVP- Marketing and Strategy, at Kasturi & Sons Ltd. , says about the campaign, “When we asked the citizens of Bengaluru to speak up during our earlier What’s Your Issue campaign, we heard many concerns like traffic, pollution, safety and so on. We attempted to solve some of these issue at a micro-market level as well. Then, we realized that there is so much we aren’t appreciating about the city. Bengaluru is still beautiful, still has pockets of calm and peace, still close to many of our hearts. This #spiritofbengaluru campaign attempts to showcase that contrast and encourages people to celebrate the beauty, while doing their bit to preserve the city.”
The #spiritofbengaluru digital campaign will be followed by launch in TV, print and cinemas across the city. The campaign has been conceptualised by J Walter Thompson.
The campaign comes in the wake of the ABC Jan-June 2016 results wherein The Hindu has moved to the Number 2 English Daily spot in the city of Bengaluru.