This project was slightly personal for me. The Times of India ran a campaign that seemingly highlighted The Hindu and Chennai’s lack of intelligence, claiming it would "wake" my city up. The city and the paper were unquestionably united in our thoughts on these ads, leading us to give them a taste of their own medicine. As the Copywriter and Scriptwriter, I contributed to the copy and visual design of this series of ‘reversal’ advertisements. Contrary to popular belief, the answers in these commercials were not scripted.
The films gained over 1 million views in just a week on YouTube, and the campaign won a Gold at the 2012 Effies, affirming our message and the city’s pride.
Role: Copywriter, Scriptwriter
Client: The Hindu
Agency: Ogilvy Pvt. Ltd.
