Mathrubhumi is humouring the non-Malayalees this Onam...

Mathrubhumi promotes its integrated solutions in its tongue-in-cheek Onam campaign

e4m by Akshata R Murthy
Updated: Aug 2, 2017 8:04 AM

While all big brands and companies are prepping up for Onam, Mathrubhumi has laid out its exclusive Onam campaign on integrated media solutions, which involves all the properties of the group from print to digital, including also the television channel. 





The ads are in phonetic Malayalam which is meant to make the non-Malayalees scan the QR code to find out what it means. ‘Don’t ask a Malayali friend’ reads the ad in order to make people engage with it. Each QR code or link throws up a unique tongue-in-cheek film of Malayalees and their Onam purchase decisions and ends with a call to action to explore Mathrubhumi Group’s custom integrated offerings. This is followed by an interactive contest giving an opportunity to participants to win an all-expense paid trip to Kerala.


For this campaign, the group has also released a number of videos in which the phonetic Malayalam sentence has been translated into English. A situation pertaining to the sentence has been created, wherein some of the group's products are introduced. At the end of the video, all the products are listed by the actor saying, ‘People wouldn’t buy products which haven’t advertised on the products of Mathrubhumi’.


Talking about the campaign, Kamal Krishnan PS, National Head – Integrated Media Solutions, Mathrubhumi Group, said, “Media planners are bombarded with exaggerated claims of market coverage during festive season by all major media houses. We as a group wanted to bring attention to what we can deliver through integrated efforts to help our clients achieve their festive goals in Kerala. Integration is the need of the hour to deliver desired responses to advertising by optimising the strengths from within the group.”


The campaign, in addition to print and digital, will also be extended through direct mailers to advertising partners in media across the country.


Commenting on the campaign, Francis Thomas, Creative Director, Maitri Advertising Works, said, “The challenging brief to disrupt the traditional approach and to extend the experience of integration was exciting. The narratives, based on the idea that Malayalees will be buying what they see in various Mathrubhumi brands, is conveyed through subtle insightful humour about Malayalees but with strong conviction.”


The group recently announced the appointment of Vizeum, part of the Dentsu Aegis Network, as their media Agency on Record to improve and strengthen partnerships with the advertising fraternity in India. Previously, Maxus was the media planning and buying agency of Mathrubhumi for about four years.

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