Sindhika Veikum Saadhika Thoondum

The Hindu Tamil Launch Campaign-Thamizhal Inaivom

The Hindu Tamil 360 degree campaign - Padicha Vera Level

Sindhika Veikum Saadhika Thoondum

The Hindu Tamil was launched on 16 September, 2013. Named after the mother brand, The Hindu Tamil delivers extensive regional, national and international news coverage and a balanced mix of information and entertainment. The Hindu Tamil promises to bring the world alive in Tamil. The launch campaign therefore carried the tagline ‘The world comes alive in Tamil with The Hindu’, and all promotions were aligned with this concept. The TV commercial was a montage where people – while engaged in different activities such as protests, cricket, army marches – make sounds that are actually the vowels of the Tamil language. The film ends with a voiceover in Tamil that says, 'The world comes alive in your own language - The Hindu Tamil', which is also the tagline for the newspaper.

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The Hindu Tamil Launch Campaign-Thamizhal Inaivom

The Hindu Tamil delivers extensive regional, national and international news coverage and a balanced mix of information and entertainment. Apart from the main issue, the newspaper carries several supplements which cater to various segments of readers. The campaign showcases how The Hindu Tamil helps readers across all age groups to stay well-informed.

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The Hindu Tamil 360 degree campaign - Padicha Vera Level

The Hindu Tamil, a regional daily from the house of The Hindu was started in 2013. The daily has grown multifold in three years, currently occupying the fourth position in the Tamil daily market. However, through market research, it was found that the brand awareness is very low for the product. There was also a perception that The Hindu Tamil was a translation of The Hindu English. To address these challenges, a 360-degree campaign was run across multiple channels such as television, radio, cinema theatres, outdoor, print and digital. Since the campaign was primarily organised in three key cities viz. Chennai, Madurai and Coimbatore, pre-campaign and post-campaign surveys were also conducted in these three cities. 

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