Ogilvy Chennai creates 'The Hindu's Tamil Daily' campaign

The Hindu Group of Publications has entered the regional language newspaper market with the launch of a Tamil daily. The newspaper was launched across Tamil Nadu on September 16, 2013.  The initial print run is around 6 lakh copies.  The launch was planned to be on time for the festival season.

Uniquely designed to meet the changing preferences of Tamil readers, the daily promises to retain the quality, content and format of South India’s No. 1 English daily – ‘The Hindu’.

The daily will engage readers of all age groups with extensive regional, national and international news coverage. With an array of interesting supplements, the newspaper will be a balanced mix of information and entertainment.

Arun Anant, CEO of Kasturi & Sons Ltd.: We believe that we have built a great brand over the last 135 years in The Hindu and now want to give the same quality delivered in the Tamil Space.  This is also backed by our research and readership intervention across Tamil Nadu.  Also the last couple of years Regional Language dailies have been growing faster than English language dailies.  Partly because advertising is also moving in tier 2 and tier 3 towns.  So we see a great opportunity in this space.

‘The Hindu’ has a 135-year-old legacy of excellence in reporting, an independent editorial stand and a strong network of correspondents across the globe. The emergence of a Tamil daily from the house of The Hindu Group will satisfy the quest of lakhs of Tamil readers for a newspaper that is known for its journalistic integrity.

Arun Anant , CEO Kasturi & Sons Ltd.:  It was never a strategic decision in the group to be only English titles.  So in that sense this is not a surprise.  However, regional language press has been showing a greater pace of growth in terms of readership and also advertising revenues.  We also understand this market well and our research and consumer group interventions pointed to a space to operate.  Hence we are there.

Bharath Ganapathi, General Manager, Corporate: Today, the average Tamil reader has a global outlook.  He believes the world is at his feet.  He is as much interested in hyper local news as much as his interest in regional, national and global news and this will be strongly reflected in our offering in the product

The route we have taken in our campaign is to reflect the product offering.  Our tag line, “Ulagam uyir perum ungal mozhiyil” translates to bringing alive the world in your language.

CREDITS

Team Ogilvy
Exec Creative Director (South):  Joono Simon
Associate Creative Directors:  Binu Varghese, Vasudevan N
Creative Controller & Writer:  Deepan Ramachandran, Boopathy Krishnan
Art Director:  Mahesh M.D, Chenthil Kumar
President: Simmi Sabhaney
Client Servicing Director: Karthik Hariharan
Account Supervisor: Aruna Narsi
Account Executive: Sneha Singh
Production Team
Production House: Black Box Films
Executive Producer: Gowri Krishnakumar
Director: Krishnakumar R