Mathrubhumi startles with their interactively integrated Onam campaign

Media Brief

Mumbai, August 03, 2015

Taking a step away from the humdrum B2B approach of peers,Mathrubhumi is flaunting a new Onam campaign that sports the moniker ‘Kerala’s Most Formidable Media Force’.The campaign, adorned with concept art influenced visuals and tangy lines, expounds on the magnitude and reach of 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.

Positioning the media group as a major player in Kerala’s multi-faceted market, the campaign presents each of Mathrubhumi’s verticals as a specific troop in a battle that is reminiscent of Mahabharata.The aforementioned visual style depicts this feel and atmosphere rather deftly.

“The objective of the campaign is to communicate the massiveness of 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 coherent and effective manner” says Mr. M. V Shreyamskumar, Director- Marketing & Electronic Media, Mathrubhumi.

An Interactive brand experience

Beyond the scope of print media, Mathrubhumi was savvy enough to explore and capitalise mediums that were daring and off-kilter by regional advertising standards. In this regard, an interactive digital game and unconventional market mailers were produced. The strategic game presented an environment where the player had to tactically choose different Mathrubhumi vehicles to help a new brand reach the market leader position.

Venugopal Ramachandran, Creative Director at Maitri Advertising, the agency behind it opines “An effective ad campaign primarily has to grab attention; the second objective should be driving people to engage with the brand.” He continues “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”

For further information, please contact:

Sreevalsan MG

Email: Sreevalsan.MG@maxusglobal.com