Malayala Manorama launches new campaign featuring Dulquer Salman

The campaign titled New Kerala Street promotes Kerala's youngsters known for their strong reading culture

e4m by Neethu Mohan
Published: May 19, 2018 8:57 AM  | 3 min read

Malayala Manorama launched a new campaign titled New Kerala Street featuring actor Dulquer Salman. The tag line of the advertisement says ‘Puthiya Vayana, Puthiya Keralam’ (New Reading, New Kerala).

Talking to exchange4media Jayant Mammen Mathew, Deputy Editor and Director, Malayala Manorama says, “Malayala Manorama has always been at the fore front of change, we have acted as a catalyst in promoting new ideas and changes in Kerala. The youngsters in Kerala have a strong reading culture. So, this video is a tribute or acknowledging the youngsters in Kerala, the youngsters from all walks of life who have embraced print media.”

The lyric concept is drawn from Kerala’s history of pluralism, openness and diversity leading to the idea of Kerala’s eternal newness. Metaphorically, it is about how Kerala is a river that contains many streams, a fruit that contains many flavours, a land that holds many lands and an ocean that contains many mozhikal. It is also enriched by the south Indian literary, Dravidian concept of different ‘tinakal’ or terrains that hold the land together. Yet the chorus is as simple as ‘Puthiya Vayana.Puthiya Keralam (New reading. New Kerala).

The campaign directed by Martin Prakkat was shot in Fort Kochi, Kerala. Gopi Sunder has rendered music for Kerala Street and Salman himself has sung the song ‘Pala Chalu Cherunna Puzhayayi’.

“The film is essentially the celebration of a new Kerala, that’s been inspired and catalysed by a new wave of vayana (reading). It is a journey that captures the newness in the State – the newness in thoughts and ideas, the newness in taste and style, the newness in outlooks and attitudes – towards which Malayala Manorama has contributed much,” explains Shelton Pinheiro, Executive Creative Director, Stark Communications.

The video of 2 minutes 36 seconds depicts the journey of Salman that captures the newness in the state – the newness in thoughts and ideas, the newness in taste and style, the newness in outlook and attitude. “The reason why Dulquer Salman has been roped in for the campaign is due to the strong popularity he has among the different age groups in Kerala. He represents the vibrant youth of Kerala,” says Mathew.

On casting Salman for the campaign, Pinheiro adds, “As an icon of youth and as a representative of the new Kerala, his presence perfectly complements the message ‘New reading. New Kerala’ and helped transform the commercial into a likeable, shareable music video.”

Director: Martin Prakkat
Concept & Script: Shelton Pinheiro, Seetha Jayan
Creative Directors: Shelton Pinheiro, Ajith Gopinat
Cinematographer: Jomon T John
Music: Gopi Sunder
Vocals: Dulquer Salmaan
Lyrics: Anvar Ali
Art: Ajayan Chalissery
Editor: A. Sreekar Prasad
Account Management: Manjit Lal J, Alan Jose
Production House: The Scene Studios

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