Kerala Mathrubhumi’s Christmas campaign celebrates the joy of gifting
Mathrubhumi wants to keep its readers engaged with an advent calendar that has a "surprise gift" element
Christmas holds a great significance to each one of us in our lives, and gifting being at the heart of this festive season, the formidable Kerala Mathrubhumi group has conceptualised a campaign as a one-month-long gifting scheme in form of an advent calendar, keeping the brand manager and media planners engaged all the way till Christmas.
Mathrubhumi used Christmas tree ornaments and hand-rendered the audience for each of Mathrubhumi’s verticals using a unique illustration style, ensuring every page of this eight ad series truly stands out. It culminated in a layout with all eight ornaments – showcasing the enormity and reach of the Mathrubhumi Group. This was followed by a double spread print innovation featuring the advent calendar with OR codes below each flap that link to surprise gift for the reader and one lucky friend from each vertical on specified dates.
With the support of digital extensions including web banners, emailers, and a customised gifting portal, this massive campaign spreads the joy of Christmas like never before, leaving recipients from across the country pleasantly surprised.
Speaking about the campaign M V Shreyams Kumar, Jt Managing Director, Mathrubhumi Group said: “This year our Christmas campaign will serve the advertisers with a more personalised brand experience than ever before, breaking away from stereotypical pattern, we wanted to convey the message on how Mathrubhumi as a group can deliver results in line with the festive objectives of clients”.
Francis Thomas, Creative Director, Maitri Advertising Works said “This Christmas, we didn't want to just talk about Mathrubhumi's cross-platform abilities - we wanted Planners across the country to actually experience it. We wanted to challenge perceptions of what a print ad can be in 2019. The campaign's use of clever copy and custom illustrations to land on an interactive double-spread that Planners will keep coming back to over the course of the festive season is exactly the kind of work that you can expect from Kerala's most innovative media house”.
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