Mathrubhumi offers new integrated solutions

02 Aug,2017

By A Correspondent


With Onam on the anvil (note: MxMIndia launched on Onam Day in 2011), Mathrubhumi has launched a campaign on integrated media solutions.


A series of print ads have appeared on trade publications, but these ads in phonetic Malayalam. Readers were prompted to know what the gibberish looking questions meant via QR codes or to key in a link. Each QR code or link threw up a tongue-in-cheek film of Malayalees and their Onam purchase decisions and ended with a call to action to explore Mathrubhumi Groups custom integrated offerings.


Said Kamal Krishnan PS, National Head – Integrated Media solutions, Mathrubhumi Group: “Media planners are bombarded with exaggerated claims of market coverage during festive season by all major media houses. We as a group, wanted to bring attention to what we can deliver through integrated efforts to help our clients achieve their festive goals in Kerala. Integration is the need of the hour to deliver desired responses to advertising by optimizing the strengths from within the group.”


Commenting on the campaign, Francis Thomas, Creative Director, Maitri Advertising Works said: “The challenging brief to disrupt the traditional approach and to extend the experience of integration was exciting. The narratives, based on the idea Malayalees will be buying what they see in various Mathrubhumi brands, is conveyed through subtle insightful humor about Malayalees but with strong conviction”.


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