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