Mathrubhumi Group initiates "Reimagine the future campaign" to celebrate Children's day

Section :Other Briefs, Category : Marketing

Company Brief
Kochi, November 10, 2017

Everywhere you look, there are stories of parents forcing their children into certain professions and the children rebelling. The problem being, everyone paints these parents as close-minded villains, out to suffocate their children's dreams. However the reality is very different - the parents are simply acting out of concern for their children, they are doing their best to ensure that their child has a stable future, financially. Unfortunately, most parents aren't very exposed to all the professions that are out there that are financially viable, so they go what they believe is the 'safe route' and since that same safe route is being followed by millions of parents, the competition and the consequent pressure on kids become disastrously high.

As one of the leading sources of information for thousands of parents, Kerala's leading media conglomerate Mathrubhumi launched its multi-pronged campaign "Reimagine the future".

The campaign attempts to encourage and educate children and parents to follow alternate career paths in which they can grow beyond regular careers. The ongoing campaign will promote stories of successful people who opted for alternate careers in their lives. (Individuals who make money by subtitling movie, colouring ad films, tattoo artist, food designing, wellness doctors, ethical hackers etc.). It will also include doing series of articles, discussions, special program and forums which are created and promoted across our brands including daily, Club FM, MB News, MB.com, and social media etc.

Mr. Jayakrishnan, Head Brand Communications -The Mathrubhumi Group said "Mathrubhumi has always stood as game - changer in a many a causes ... be it Indian freedom struggle to the recent Mission Calicut medical college and Mission Trichur(where we got the population of those respective locations to come together and cleaned places like Govt Medical College). In this journey we feel strongly about the way the future of kids is being guided... are we limiting their worlds? If so let's not ... let's present them to brighter world with lots more opportunities, basically breaking away from stereotypes. Hence on this Children's day we will kick-start the campaign of Re-imagining the Future.

The Mathrubhumi Group with its various arms will extend this thought into a full-fledged event and editorial content which will provide real value to parents for whom the news is a primary source of information. MB group verticals in this campaign will showcase exemplary examples of individuals in history who have opted for alternate careers and have been successful in them as well. Helping the society to REIMAGINE THE FUTURE of their kids".

Francis Thomas, Creative Director - Maitri Advertising Works said "Re-imagine the future campaign is anchored around a shareable activation film featuring the country's most progressive fancy dress competition and supported by print, radio, and digital extensions. By the end of the campaign, we hope to change the preconceived notions that parents have about ideal professions for their children and as a result, take the pressure off children and an overburdened education system".

For any further information, please contact:

Anupam Luthra
Mobile No.: 9061089000