REGIONAL ADVERTISING (Regional Film)

The Hindu Made of Chennai song - In-house (for our brand) - The Hindu- Chennai JPG
The Hindu Made of Chennai song - In-house (for our brand) - The Hindu- Chennai MP4 3m:10s

The Hindu Made of Chennai song
Brand: The Hindu- Chennai
Client: In-house (for our brand)
Entrant: The Hindu Group

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The Hindu Made of Chennai song - The Hindu- Chennai - In-house (for our brand)

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Entry Title: The Hindu Made of Chennai song
Brand: The Hindu- Chennai
Client: In-house (for our brand)
Entrant Company: The Hindu Group
Description: The Made of Chennai (MoC) campaign by The Hindu aimed to celebrate Chennai's heritage and people, and to strengthen the brand-consumer relationship. A key aspect of the campaign was the MOC song and video, which celebrated the city's unique nuances, evoking nostalgia and delighting Chennai's music-loving residents.

The song was the campaign’s launchpad, building awareness and providing rich content for on-ground engagements. The music video captured the real essence of Chennai, showcasing its people, places, and emotions, creating a memorable and relatable experience.

The video intertwined various narratives of Chennai life, featuring an elderly couple, young boys, professionals, a surfer, and everyday extraordinary folk. It highlighted the city's diverse interests, from street foods in Sowcarpet to auto drivers' generosity, street art, and the beloved CSK

Released on 10 August 2023 with the involvement of a Chennai musical icon, the video garnered 3.2 million views on YouTube and Instagram. A robust social media plan ensured maximum reach, driving social sharing and virality.

Netizens and influencers used the audio for their own content, further promoting the campaign. The MOC song and video paid tribute to the city and its people, creating a deep emotional connection and becoming an anthem for Chennai.
Company Credits: The Hindu Group
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