Onam holds a very symbolic significance with celebrations and festivities for Malayalis worldwide. Malayalis go shopping with a vengeance, and brands focus their marketing might on the state to capitalise on the frenzy. This year, Mathrubhumi, the media group in Kerala, decided to bring some fresh thought to this communication, conceptualising it in the most effective manner.Â
The objective of the campaign is to demonstrate its various combinations of media that can effectively drive response across target groups.
The campaign idea was translated into producing carbon paper innovation in print, allowing brand managers and media planners to see their brandâs name promoted in print, news, digital, FM radio, etc.
Seeing the different verticals of Mathrubhumi in one place helps one appreciate the enormity and reach of the 96-year-old group. The message remains clear: âSee how weâll take your brand to everyone in Keralaâ.
The campaign digital extension comprises roadblocks, banners where a user (brand manager/ media planner) clicks on the banners where he will be directed to a page where he would need to enter the brand name, which will reveal how Mathrubhumi is going to take his brand/ client to a big chunk of Malayalis via ads placed in Mathrubhumi verticals. In addition, there is a contest that will engage readers and give them an opportunity to win an all-expense paid trip to Vietnam.
M V Shreyams Kumar, Jt Managing Director, Mathrubhumi Group, said, âCome Onam, media groups and advertisers keep talking about brands to people across Kerala. The campaign aims to demonstrate various combinations of media that can effectively drive response across target groups, through the integrated model and help our clients achieve their festive goals in Kerala. The campaign message is that it will be difficult for the Malayali and advertisers to ignore Mathrubhumi this Onam.â
Francis Thomas, Creative Director, Maitri Advertising Works, said, âWe wanted this year's Onam campaign to be very direct in its messaging â we wanted planners across the country to be aware of the reach that Mathrubhumi has across Kerala and even in the UAE. Using print as an effective medium for interactivity and demonstration was a cool challenge and we think the team did justice to it. Adding in the contest gave an added layer to the campaign and hopefully, planners will take notice.âÂ
The campaign, in addition to print and digital, will be extended through direct mailers to advertising partners in media across the country. Mathrubhumi is a leading media house in Kerala with over 18 strong and vibrant brands spanning across mediums including print, TV, radio, digital and activations.