There has always been a pitched battle between top two English dailies TOI and The Hindu for readership and circulation figures in the state of Tamil Nadu. The Times of India has launched a marketing campaign called ‘500000 Vaazhga’, celebrating the newspaper crossing a circulation figure of five lakh plus in the state including three lakh plus copies in Chennai alone.
It is a 360 degree marketing campaign covering print, radio, outdoor to social media. The campaign created by Rubecon Communications showcases the celebration of crossing five lakh readers in the Tamil Nadu style. The TVC shows how people celebrate any occasion in Tamil Nadu and that’s what TOI is also planning to do.
Currently, the campaign is being aired in cinema halls and the group is also planning to air the TVC in leading GECs in the state.
Explaining the thought process behind the campaign, Alexander Zachariah, Director, Rubecon Communications said, “The idea is to show Times of India celebrating 5,00,000 copies in Tamil Nadu. The imagery used is that of frames synonymous with celebration in Tamil Nadu - be it political celebrations or movie celebrations. Politicians use banners, paintings on huge rocks and wall paintings to advertise their victory. Movies use cut-outs. Kolam patterns are used to celebrate any festival in Tamil Nadu. So we have celebrated the Times of India crossing 5,00,000 lakh copies in Tamil Nadu using these same visuals. Gearing up for the celebration is more exciting than the celebration itself. So the video is a behind the scenes look of what went into the celebration and the final preparations with pulsating local folk music reaching a crescendo.”
Hailing and thanking the readers of TOI for accepting them as part of their home, the newspaper is also coming up with Shreya Ghoshal Live concert in Chennai and Coimbatore on December 20 and December 21, where the readers will be invited for the show by giving away complimentary invites.
You can watch the video here: