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THE WORLD COMES
ALIVE
IN TAMIL
FROM THE HINDU GROUP OF PUBLICATIONS
• The 135 year old Indian Media Group, Publishers of
South India’s largest read English Daily – ‘The Hindu’ –
forayed into the regional market by launching its Tamil
Language Daily on September 16th 2013.
• A faster growing regional language newspaper market
and the space to bring in the quality of The Hindu brand
of journalism targeting the discerning readers of Tamil
language were the reasons to launch The Hindu in Tamil.
• Named after the mother brand, The Hindu Tamil delivers
extensive regional, national and international news
coverage and a balanced mix of information and
entertainment.
• It positions itself as the most promising and credible
daily in Tamil, and is uniquely designed to meet the
changing preferences of Tamil readers.
First issue of The Hindu Tamil dated 16th Sep, 2013
THE WORLD COMES ALIVE IN TAMIL- THE CAMPAIGN
• In a subscription market of over 3
million copies everyday and with strong
local players the objective was to ensure
we started off with at least 600000
copies on day of launch.
• To enable this the following
communication strategy was
implemented
COMMUNICATION OBJECTIVE
Launch ad
Television
Radio
On-Ground activation
Online marketing
Print ads
OOH
MARKETING
• The launch of the much awaited regional daily from
the house of The Hindu was driven by intensive
marketing efforts
• With a slew of on-ground activities and the use of
digital, social, OOH, television and print media, the
emergence of the regional daily created excitement
among readers
THE WORLD COMES ALIVE IN TAMIL- THE CAMPAIGN
• The Hindu Tamil promises to bring the world
alive in Tamil.
•The launch campaign therefore carried the tagline
‘The world comes alive in Tamil with The Hindu’,
and all promotions were aligned with this concept.
Promo ad
The Campaign
• The campaign kicked off with interesting teaser ads being
published in both print and online platforms.
• The teaser ads in The Hindu and Business Line were
based on the 12 vowels in Tamil (also called life/soul letters
of Tamil). Each day an advertisement was released to
represent an alphabet, marking the 12-day countdown to
the launch.
• Ads were published in leading trade magazines such as
Afaqs, Campaign India, MXM, EXM, Ad Gully to target
the advertising community
• SMS entries for subscriptions were invited through the
teaser ads.
• More than 15,000 SMS entries were received
PRINT PROMO
The first teaser ad in The Hindu dated 4th Sep 2013
• The TV Commercial was a montage where
people – while engaged in different activities such
as protests, cricket, army marches – make noises
that are actually the basic letters of the Tamil
language.
• The film ended with a voiceover in Tamil that
said, 'The world will come alive in your own
language - The Hindu', which is also the tagline for
the newspaper.
TELEVISION COMMERCIAL: AN ATTEMPT TO FORGE AN INSTANT BOND WITH TAMIL
SPEAKING TG
• Aired across most Tamil channels such as Vijay
TV, Aditya TV, Zee Tamil, K TV, Puthiya
Thalaimurai and Thanthi TV
• The ad was created to deliver ‘new news – the
birth of The Hindu in Tamil’ and it touched a chord
with the Tamil speaking audience.
• The TV Commercial in Youtube:
http://www.youtube.com/watch?v=5YGHWoZHr-E
• Radio – one of the most widely used media to reach out
to masses in South India – was used to promote the
daily.
• Commercial was aired in popular FM stations such as
Suryan FM, Big FM, and Hello FM in the major cities
of Chennai, Coimbatore, Madurai. Tirunelveli,
Tuticorin and Trichy.
RADIO
ONLINE MARKETING
• Ads were carried across online platforms, leading to
a microsite (www.uyirezhuthu.com) that engaged
users through interactive quizzes and games.
• The microsite was promoted in websites such as
Yahoo, Tamil Matrimony, Ticketnew, Google
Display and Facebook.
Google Display ad
Facebook banner ad
MICRO SITE – UYIREZHUTHU.COM
Home Page Log in Page
Contest page
OOH and On-ground Activations
• Hoardings and bus backs in cities such as Chennai,
Coimbatore, Madurai, Pondicherry and Trichy
• A team of volunteers sporting The Hindu Tamil branding
directly reached out to the public in malls, joggers’
parks, and beaches
• They distributed T-Shirts, pamphlets and copies of the
newly launched daily.
• In an effort to celebrate the launch with the public,
sweets and complimentary copies of the newspaper were
distributed to visitors at Saravana Bhavan, an immensely
popular chain of restaurants in Chennai
• Media agencies in Mumbai and Delhi received lunch
boxes with South Indian food
Forum Mall in Chennai
Visitor reads The Hindu Tamil at Saravana Bhavan
• ‘The Hindu speaks in Tamil’ – Tamil
readers warmly welcomed the regional
newspaper from the house of South
India’s largest English daily.
• The Hindu Tamil was successfully
launched with a print run of around
6,00,000 copies.
• More than 15,000 SMS entries for
subscription in September and October
alone
• Within four months of the launch, The
Hindu Tamil Facebook likes are
touching 1,00,000.
• Very active reader response and reach
Editor’s note on The Hindu Tamil launch
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