The Times of India steps up Kerala war with music video

The Times of India’s Kerala campaign continues with a music video that marries Malayalam folk and English Rock. Those who missed the launch campaign can have a look at it here.

“It was time for Malayalam to meet English musically. It was time to create content that would be born out of the fusion of the local language and the global medium. The Times of India leapt over the language barrier musically,” says a press release.

Kerala band Avial sings the SuprabathaKali, the first 'Malayalish' song.

Watch the video here:

If the Times of India's Chennai campaign caused The Hindu to wake up, what will this campaign do to The Hindu as far as Kerala is concerned – and to the Malayala Manorama (considering that The Times of India has a strategic relationship with Mathrubhimi, Manorama’s competitor)?

TOI Kerala campaign.

Is the Times of India launch making an impact in Kerala? Says S Yesudas, managing director, India sub-continent for media agency Vizeum, who was coincidentally holidaying in Kerala immediately after the launch, “Times of India is making inroads particularly on the combination offer with Mathrubhimi and on its brand equity.”

What makes the video more interesting is the fact that there is no branding of the Times of India, though it is, indeed a Times of India initiative. The Times of India wanted to create a hummable, Malayalam rock song which a Malayalee, anywhere in the world, could relate to. This led to the identification of the rock band Avial, who is a co-creator in the initiative. Watch this space for more on an interesting war.

Updated Date: Feb 07, 2012 15:33 PM

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