Mathrubhumi Santappan Advertising Campaign
Overview of this campaign
The concept was designed to showcase Malayalee flavours of Christmas celebration. Riffing on the old Christmas carol 'Santa Claus is coming to town', the campaign shows planners what would happen if Santa came early to Kerala and spent some time with Malayalees to find out what's on their Christmas wish lists.
To show media planners / advertisers that apart from mathrubhumi strength in individual platforms, it also has the advantage of offering integrated solutions to clients.
Each of the advertisement is a depiction about the advantage of that media vehicle, it also has a combined ad which talks about “The Santappan Plan” which allows a client to get customised mix of channels as an integrated media solution plan for Kerala during Christmas season
The Santappan Plan, an integrated media plan that leverages the Mathrubhumi Group's in-depth knowledge of the market with its media vehicles to deliver high value for media planners.
The communication campaign has a series of 7 ads featuring various verticals of mathrubhumi group which include MB daily, Club FM, MB News, Kappa TV, Red Mic Events, Grihalakshmi, Yathra, and Arogyamasika magazines,Mathrubhumi.com
Results for this campaign
The out of the box initiative was built around a cross media ad campaign, apart from emphasising the core message of the initiative, the ads also worked on the an emotional quotient of national media planners and people by giving it a regional flavour which tend to connect well with the audience.
We experienced a growth of 30 % in our national advertising revenue, and saw many national brands using our media to reach out to their target audience in Kerala market.