JWT wraps up Chennai for ToI launch

To build to the launch of Times of India Chennai on 14 April, JWT created an outdoor and print campaign based on the brief, “Celebrate a changing Chennai with the arrival of The Times of India.” The campaign ran for about three weeks before the launch. It involved newspapers being wrapped on multi-storied buildings, taxis, auto rickshaws, buses, paper boats on the rivers and rockets at the airport. There were about a hundred typical Chennai characters as cheerleaders in veshthi, mundu and nine yards of newspaper content. The campaign takes into account the craze for films that people in Chennai have, and uses the common filmgoer’s phrase, ‘Next Change’, as a pun to suggest to consumers that they should now change to Times of India from their present choice of daily. Senthil Kumar, executive creative director, JWT India, says, “The idea was to capture the visual language of change in a simple but stunning execution. We had tonnes of newspaper as content and it was time for content to become the vehicle of change.” Chief creative officer: Agnello Dias; Executive creative director: Senthil Kumar; Art directors: Shiv Parameswaran, Prasad P, Vasanth and Jeff Emmanuel; Copywriters: Senthil Kumar, Ravi Solomon and Prem Vishwanath.