Ogilvy crafts The Economist's maiden TV campaign for India

By Arcopol Chaudhuri, Campaign India, Friday, 14 May 2010 10:55AM

MUMBAI - The Economist is back with its fourth campaign in India which invites its readers to 'interpret' the communication they see. This time, its a television campaign, created by Ogilvy, Mumbai.

Till now, the weekly has been focusing its brand communication on three key cities - Mumbai, Delhi and Bengaluru (with Pune being included in the last brand campaign) using outdoor and print as media vehicles. It was observed that a large part of the Indian audience still remained untapped.

Suprio Guha Thakurta, managing director, The Economist (India) said, "We had focussed on Delhi Mumbai and Bangalore till now. That has worked very well for us. However, the response to our earlier campaigns, specifically online, has shown the intense interest in the brand from across the country. We have, hence, decided to focus wider and there the obvious media choice is television. Also, television allowed us to add an extra dimension to the story telling."

There are two commercials that will be aired as part of this brand campaign. The first is based on the trend of Chinese workers migrating to work in Chinese-owned factories in India. The second is based on the fact that African children are being increasingly being used to fight in civil wars, at a great cost to themselves and their societies. Bob (Shashanka Chaturvedi) from Good Morning Films has directed these TVCs.

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