Mumbai, India – General entertainment channel in India, Sony Entertainment Television (SET), recently launched a show called Kyun Utthe Dil Chhod Aaye, which is a historical series set during the country’s pre-partition period in the 1940s; and in order to create momentum, the channel has partnered with creative agency OMD India to breathe life into the era that would transcend the show.
Using a popular medium at the time – newspapers – OMD India whipped up a unique and highly aesthetic print campaign, partnering lead newspaper publications in the country to produce 1940s layout of their front pages. Implemented as the show was being launched, the campaign aimed to make audiences attain a real feeling of the period – which was a monumental time for the country’s independence.
Times of India, Dainik Jagran, and Nai Duniya were some of the prominent newspapers of the era and had decades-old archives, successfully giving an accurate insight into the vintage page designs.
Expressing his views on the campaign, Amit Raisinghani, head of business planning and communication at SET, 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.”
OMD India’s CEO Priti Murthy commented, “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.”
The series by SET revolves around three women living in Lahore who are juggling personal and romantic lives at the time India was nearing independence. The show is currently being aired on the channel.