The newly launched show, Kyun Utthe Dil Chhod Aaye, by Sony Entertainment Television is all set to transport its viewers, to an era of pre-partition India in 1947. However, the channel decided to launch the show in some style. A print advertisement that is executed by OMD India (a specialist agency of the Omnicom Media Group) has seen a unique and aesthetical version. This print innovation not just turned back time, but also gave the readers an experience of the era through the look and feel of the newspapers – a medium highly used in those days.
Times of India, Dainik Jagran, and Nai Duniya were some of the prominent newspapers of that era and had decades-old archives that gave an insight into the right newspaper page designs from 1947.
This campaign finds the perfect way to take viewers back in time right from the outset, eliciting curiosity about the show, as well establishing a sense of charm and warmth via the medium.
Expressing his views on the campaign, Amit Raisinghani, Head – Business Planning and Communication, Sony Entertainment Television said, “Newspapers were the most preferred medium of communication back in the day. Since the show Kyun Utthe Dil Chhod Aaye is set in 1947 pre-partition India, we felt an innovative Print campaign will be the most appropriate way to set the context of the show, on the day of the launch. We have received positive feedback from the audience and the industry alike and we are confident that we’ve been able to deliver our message impactfully.”
Commenting on the partnership, Priti Murthy, CEO OMD India said, “This campaign in partnership with Sony Entertainment Television is nostalgic not only because the show brings back the mood of 1947, but through print media, it has also given us the opportunity to be nostalgic in our media messaging. It’s a pleasure to work on something fresh and innovative, and we are certain that the audience will enjoy it as much as we did.”