Campaign : The China Story and
The Africa Story
Brand : The Economist
Agency : Ogilvy & Mather
The Campaign
The Economist, a premium global weekly magazine on politics, business and culture, is back with its fourth campaign in India which invites its readers to ‘interpret’ the communication they see. The campaign includes the first television commercials of the magazine in India and also social media campaigns. It has been using primarily outdoor and print media for advertising so far and its focus cities have been Mumbai, Delhi and Bengaluru with Pune being included in the last brand campaign. This is the first time, the magazine has to the mass media vehicle – the television. The company has launched two television commercials. 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. Other than television, these commercials will also be promoted in cinema halls and digitally on social media sites like YouTube, Facebook, Metacafe and Ibibo.
Our Take
Firstly, the ad is very different from the ?Red and White? advertising the brand is known for. With this new set of TV commercials, the attempt to reach a larger audience works beautifully. The brand Economist stands for incisive and clear reporting. Its TV ads translate this brand positioning efficiently. The script of the ads is impressive and the narrative and the execution, brilliant. Shashanka Chaturvedi of Good Morning Films, who has directed the films, must take a bow.
Ratings
*****