 "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)? [caption id=“attachment_206005” align=“alignleft” width=“380” caption=“TOI Kerala campaign.”]
[/caption] 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.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.