Mumbai: The Economist is back with its fourth campaign in India which invites its readers to ‘interpret’ the communication they see. The Economist has been focusing its brand communication on 3 key cities – Mumbai, Delhi and Bengaluru (with Pune being included in the last brand campaign) using outdoor and print as media vehicles. Yet a large Indian audience remains untapped. Hence, this time it has switched to a more mass medium – television.
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. The television commercial goes on air on Monday, May 17, 2010
Other than television, these commercials will also be promoted in popular movie theatres and digitally on social media sites like YouTube, Facebook, Metacafe & Ibibo: TVCs are already activated on these sites.