Maitri Advertising Works + Mathrubhumi launch an integrated campaign for Onam Festivity
Onam, holds a very symbolic significance with celebrations and festivities for Malayalis worldwide. It carries a legacy in tradition and rituals that lead to immense excitement in the air and high spirited celebrations everywhere. Malayalees go shopping with a vengeance, and brands focus their marketing might on the state to capitalize on the frenzy. This year, Kerala’s formidable media group Mathrubhumi decided to take a light-hearted route to remind advertisers that when it comes to making decisions.
This campaign idea translated into a series of print ads in trade publications featuring Mathrubhumi as the proverbial elephant in the room, which worked perfectly, since elephants are a very Kerala mnemonic and also represent the Group’s gigantic influence in to the State. Every onam, elephants are a huge part of the festivities, with processions of elephants forming the centrepiece of many celebrations. The creative work on several levels – planners will be able to unpack layers of meaning depending on their understanding of Kerala’s culture. The message remains clear – this onam, Malayalees will find it impossible to ignore Mathrubhumi.
In addition to the campaign, there is a simple 60 sec elephant game challenge where one has to get the giant ready for onam, giving an opportunity for participants to win an all-expenses-paid trip to Kerala and truly experience God’s Own Country.
Jayakrishnan,N, Head Brand Communications, Mathrubhumi Group said, “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 prime driving factor of the campaign message is that it will be difficult for the Malayali and advertisers to ignore Mathrubhumi this onam, the elephant in the ads is a synonym to the image of our brand which is loved, and a huge figure which cannot go un- noticed in any crowd.”
“Creating the campaign was such fun- we took in to account that we had a very targeted audience, many of whom advertised in Kerala every year and really knew the nuances of selling in the state. We wanted to make a campaign that they’d enjoy. So we made sure every character and situation has been carefully illustrated, with dozens of easter eggs for the audience to discover, with even the headlines packed with references. Hopefully, it’ll be a campaign they can’t ignore,” said Francis Thomas, Creative Director, Maitri Advertising Works.