Top Story

e4m_logo.png

Home >> Advertising >> Article

Mathrubhumi creates interactive Onam campaign for advertisers

01-August-2015
Font Size   16
Mathrubhumi creates interactive Onam campaign for advertisers

Taking a step away from the regular B2B approach of peers, Mathrubhumi has launched a new Onam campaign that sports the moniker ‘Kerala’s Most Formidable Media Force’. The campaign is adorned with concept art influenced visuals and a catchy line to reach Mathrubhumi’s various verticals. The theme is built around an obvious yet often overlooked insight, the Onam season in Kerala sets the stage for a ‘battle of the brands’, vying for consumer attention and is one of the busiest buying periods in the state.  

Positioning the media group as a major player in Kerala’s multi-faceted market, the campaign created by Maitri Advertising, presents each of Mathrubhumi’s verticals as a specific troop in a battle that is reminiscent of Mahabharata. 

M V Shreyamskumar, Director, Marketing and Electronic Media, Mathrubhumi explained, “The objective of the campaign is to communicate the massiveness of the Mathrubhumi Group. We have a really strong presence across various streams - Print, TV, Radio, Online and a competent on-ground activations division. This was the key idea to be conveyed in a coherent and effective manner.”

Beyond the scope of print media, Mathrubhumi has also created an interactive digital game along with unconventional market mailers. The strategic game presents an environment where the player has to tactically choose different Mathrubhumi vehicles to help a new brand reach the market leader position.

Venugopal Ramachandran, Creative Director at Maitri Advertising opined, “An effective ad campaign primarily has to grab attention; the second objective should be driving people to engage with the brand. In a time where marketers continue to brandish new technology just for the sake of it, our goal was to creatively engage consumers more deeply with what our client could offer them.”

Tags Mathrubhumi Onam M V Shreyamskumar Venugopal Ramachandran Maitri Advertising

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by