This festive season of Onam, Kerala-based media group Matrubhumi has symbolised elephants in their various print ads and used aggressive marketing strategies so that the Malayalees find it impossible to ignore Mathrubhumi. The reason behind using elephants in the print ads is that elephants are very Kerala mnemonic.

 “The campaign aims to demonstrate various combinations of media that can effectively drive response across target groups, through the integrated model and help our clients achieve their festive goals in Kerala. The prime driving factor of the campaign message is that it will be difficult for the Malayali and advertisers to ignore Mathrubhumi this Onam, the elephant in the ads is a synonym to the image of our brand which is loved, and a huge figure which cannot go unnoticed in any crowd,” says Jayakrishnan N of Mathrubhumi Group.

In addition to these print ads, they have also arranged competitions where there is a simple 60 second elephant game challenge where one has to get the giant ready for Onam. The winners of this challenge would be rewarded with a paid trip to Kerala.

According to Francis Thomas, Maitri Advertising Works  “Creating the campaign was such fun- we took in to account that we had a very targeted audience, many of whom advertised in Kerala every year and really knew the nuances of selling in the state. We wanted to make a campaign that they’d enjoy. So we made sure every character and situation has been carefully illustrated, with dozens of easter eggs for the audience to discover, with even the headlines packed with references. Hopefully, it’ll be a campaign they can’t ignore.”