Top Story

e4m_logo.png

Home >> Media – Print >> Article

Malayala Manorama ad blends tradition and modernity to capture festive spirit

09-December-2004
Font Size   16
Malayala Manorama ad blends tradition and modernity to capture festive spirit

The latest Malayala Manorama print campaign reflects a fine blend of tradition and modernity. The TBWA-India creation depicting a Kathakali artiste sporting a Christmas cap, is certainly going to pump in revenues to the media major’s kitty. Undoubtedly, Malayala Manorama, Kerala’s leading newspaper, is upbeat about the spending spirit and the season.

This time too the durables market is supposed to be on a boom. The size of the durables market in Kerala alone is projected to be around Rs 2,000 crore. “We are expecting a 40-50 per cent ad spends this Christmas in comparison to the previous month. Last Christmas, the ad spends were around 45 per cent,” says Varghese Chandy, General Manager, Marketing. Commissioned studies seem to project a 20 per cent growth in overall seasonal sales volumes this year.

On the client’s brief, Chandy said, “After Onam the maximum shopping spends happen during Christmas. We wanted to grab the attention of advertisers by reminding them that this is the burst time. We wanted the advertisement to capture the festive spirit and at the same time, retain the Kerala imagery.”

Sunil Thoppil, Creative Director and Cochin Branch Head, said, “The festive seasons of Kerala are quite different from those of the rest of the country. It’s Onam and not Diwali that is the major shopping season. For years, national media planners used to overlook this fact. As a regressive measure, TBWA and Malayala Manorama took the gospel of Onam to the doorsteps of agencies, using events, and further to the desks of the people who matter, through disruptive mailers. Today in Kerala, Onam draws its rightful share of advertising – that’s unarguably the largest.”

On what led to the ad’s creation, he said, “TBWA understood the overall client brief as serving to the industry consumer insights of the market. The advertising that we did was in line with that. Mailers and events have preceded print.”

Tags

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

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

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds