In 2023, The Hindu’s Made of Chennai (MoC) campaign celebrated Chennai’s 385th  birthday (Madras Day) with a 40-day tribute to its heritage and culture.

In its second edition, MoC brought communities together, strengthened brand loyalty, and inspired civic pride through music, art, cinema, cuisine, and initiatives like Namma Marina, Namma Pride, and Zero Accidents — culminating in a grand food and music festival.

With The Made of Chennai campaign, The Hindu expanded Madras Day into a month-long celebration,  strengthening its 146-year bond with Chennai. It aimed to deepen brand-consumer connections through nostalgia, culture, and civic engagement.

A strategic media plan across print, digital, and social platforms fostered community pride while spotlighting emerging talent in music, art, and comedy, uniting Chennai’s diverse population through shared passions.

Many events, one purpose

The celebration offered a wide range of ways for people to connect and participate, including:

• A reader engagement quiz and photography contest. The quiz fostered civic pride through interactive challenges, while the contest invited photographers to showcase Chennai’s essence. Winning photos were featured in The Hindu, offering recognition and inspiring city-wide appreciation.
• Heritage Walk/Food Trail/Sufi Cycling Trail. Immersive trails and heritage walks explored the city’s rich history and culture as part of the celebrations. The Kasimedu Trail, led by food blogger Shabnam Kamil, guided 20 participants through the bustling fish market. The Sufi Trail showcased Chennai’s multicultural harmony, while heritage walks at Ripon Buildings and Chennai Rail Museum highlighted the city’s architectural and railway legacy. These events fostered a deeper connection to Chennai’s vibrant heritage.
• Music and entertainment. The Moonlight Cinema, Food and Music Festival, and Standup Show celebrated the city’s spirit through diverse cultural experiences. The Moonlight Cinema series transformed Marina and Thiruvanmiyur beaches into open-air theatres, bringing movie lovers together. The Food and Music Festival at Island Grounds drew 30,000 attendees with electrifying performances and diverse cuisines, whilst The Stand-Up Show at The Music Academy had top comedians hilariously exploring Chennai’s quirks. Music Mania turned metro stations and parks into cultural hubs with live performances. Each event fostered community spirit, showcasing Chennai’s heritage, humour, music, and cinema, making the campaign a true tribute to the city’s vibrant cultural identity.

• Made of Chennai Run: A Celebration of Fitness and City Spirit. The Made of Chennai Run on 8 September 2024 brought together over 3,000 participants for a vibrant fitness event. The event emphasised the importance of fitness and community spirit, offering runners a unique way to celebrate Chennai’s culture and authenticity.
• Zero is Good. Zero Is Good is a civic initiative in partnership with Greater Chennai Traffic Police under the Made of Chennai umbrella, promoting a safer, cleaner, and more responsible city. It advocates for zero accidents, zero waste, and zero traffic violations, encouraging citizens to adopt sustainable practices and responsible behaviour — fostering a healthier and more livable Chennai for all.

An incredible turnout 

The results of these events across the city speak for themselves:

• Archival photo exhibition: nine locations, 150,000+ attendees.
• Art Exhibition: 50 art pieces by 30+ artists, 5,000+ visitors.
• Heritage walks: 11 expert-curated walks, 1,200+ participants.
• Music performances: 16 shows, 16 locations, 45,000+ people.
• Stand-up shows: one iconic venue, three premium clubs, 4,000+ attendees.
• Made of Chennai Run: 5K and 10K runs, 3,600+ participants, 79% growth from 2023.
• Moonlight Cinema: four screenings by the beach, 45,000+ attendees.
• Two-day Food and Music Festival: 11+ artists, 40+ food stalls, 40,000+ attendees.

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