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The fall of December month holds a very special place in minds of people across the world. It is a month for celebrating Christmas which is empty without the mention of Santa Clause. Kerala's media group - Mathrubhumi will be celebrating Christmas with “Santappan” a malayalee Christmas character Santa Clause.
The name is derived from malyalee habit of coining malyalam version of english names such as Anto becomes Anappan , Joseph becomes Joppan, even in ISL, Iain Hume – striker Kerala blaster is fondly called by malyalees as Humettan. The character Santappan is clad in Mundu and has typical mallu traits.
Riffing on the old Christmas carol ‘Santa Claus’ is coming to town the campaign shows planners what would happen if Santa came early to Kerala and spent some time with malayalees to find out what’s on their Christmas wish list and comes to a conclusion that mathrubhumi group is the best platform for media planners / advertisers to choose for their brands to advertise with.
The objective of the new ad campaign is to show media planners / advertisers that apart from mathrubhumi strength in individual platforms, it also has the advantage of offering integrated solutions to clients. Each of the advertisement is a depiction about the advantage of that media vehicle, it also has a combined ad which talks about “The Santappan Plan” which allows a client to get a customised mix of channels as an integrated media solution plan for Kerala during Christmas season.
Kamal Krishnan PS, National Head – Integrated Media Solutions, Mathrubhumi said “This year our Christmas campaign will serve the advertisers with a more personalised brand experience than ever before, the character Santappan will give a first-hand experience to the clients by way of giving an outside perspective and offering desired integrated solutions which will optimise desired responses to advertising by optimising the strength of the group”.
The new communication campaign has a series of 7 ads featuring various verticals of mathrubhumi group which include MB daily, Club FM, MB News, Kappa TV, Red Mic Events, Grihalakshmi, Yathra, and Arogyamasik magazines, Mathrubhumi.com which will be promoted in trade media (Print & online).