TOI Chennai brings in local flavour in new marketing campaign

TOI Chennai brings in local flavour in new marketing campaign

Author | exchange4media News Service | Saturday, Jul 26,2014 11:49 AM

TOI Chennai brings in local flavour in new marketing campaign

In a bid to further fortify its presence in the market, The Times of India Chennai has rolled out a new marketing campaign, ‘Namma Chennai Chance-ey illa’.

The campaign is in the form of a city connect initiative, which seeks to celebrate the unique nuances of Chennai in a light-hearted manner. ‘Chance-ey Illa’, which literally translates to ‘No Chance’, is a way to capture the audience, as desi tadka is more accepted in this market.

Sharing the idea behind this campaign, Rahul Kansal, Executive President, Brand Function, BCCL said, “It is a fun campaign that celebrates the idiosyncrasies of Chennai, somewhat in the same spirit as the ‘nakka mukka’ campaign that we ran three to four years ago. Chennai is an interesting city, which comfortably straddles tradition and modernity. The campaign is aimed to bring live these interesting paradoxes in a light-hearted way.”

In an earlier interaction with exchange4media, Kansal spoke about the group’s focus and said that as a brand, they will continue to engage the readers with more local connect and content and also through socially relevant contests and activities.

The 360-degree marketing campaign will cut across all mediums. The creatives have been conceptualised by Rubecon Communications, while Radio Mirchi Chennai has been roped in as the radio partner for the campaign.

Various contests and events have been lined up over the next two months as part of the campaign, which are aimed at bringing out the ‘Chance-ey illa’ aspects of Chennai from the city’s people. There will be a theme-based photography contest, short film contest, selfie contest, Lingo contest and Gana songs contest (Gana is a typical Chennai style of singing that’s very popular among college students).

Chennai-based performing arts company Evam will host comedy weekends at the city’s prominent places. Other events include first day first show screenings of Rajnikanth’s movies, release of an album by music composer Anirudh of Kolaveri-Di fame.

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