Matrubhumi, the Malayali newspaper, took its readers by surprise on Republic Day as it smelled of Jasmine on the Monday morning.
The publication had used a new technology for its consumers and advertisers to showcase its loyalty and strength. The idea was loud and clear to its advertiser that the Mathrubhumi is capable of carrying any kind of brand innovation in the daily paper.
The reason for choosing Jasmine was that the flower is a symbol of love, and freshness in the Kerala region. Several movies, songs, and sagas refer to Jasmine, which is known as Mulla in the Malayali language.
While Republic Day was chosen as it marks strength and unity, similar to how Jasmine unites the feelings of Malayali people. The idea was loud and clear to the advertiser.
Over 17 lakh print runs across 10 editions of the publication were released on January 26 with the scent. The technology was installed at all the print centres so that the innovation could be smoothly carried out.