The Hindu has rolled out a new campaign for its recently launched The Hindu on Sunday. Conceptualised by J. Walter Thompson, the film pushes the message '#SundayIsForReading'.
According to a statement from the newspaper, the film looks to break the myth that reading is a solo act. It shows different instances of how newspaper reading can be fun. It opens with a couple reading the paper together. It's followed by a young girl and her father reading together. It goes on to show a group of elderly men reading the paper together.
Sathya Sriram, head – strategy and marketing, The Hindu Group, said, "We all know reading is an important habit to nurture and sustain. Yet in today's fast-paced world, who sets the time aside to read? The Hindu, on the other hand, has been a part of many readers' mornings for over 138 years. We thought, why not use the recently introduced The Hindu On Sunday, which has so much more to read, to rekindle the reading habit and encourage people to set Sundays aside for reading. There is a certain emotional connect that readers have with the newspaper that we've tried to explore with the #SundayIsForReading campaign."
Along with this film that's running on digital and TV, the campaign also consists of radio, print and OOH.
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Watch the film conceptualised by Ogilvy here