When tradition meets innovation, magic happens. The Hindu’s Made of Chennai (MoC) campaign is proof of just that.

Launched to celebrate Chennai’s 385th birthday, this 40-day cultural extravaganza not only paid homage to the city’s rich heritage but also set new benchmarks in print engagement and community building. 

Chennai has long marked August 22 as Madras Day, but The Hindu, with its 146-year-old legacy rooted in the city, sought to elevate the celebration to an entirely new level. Thus was born Madras Month, an extended 40-day tribute that aimed to rekindle the city’s nostalgia while embracing its evolving cultural landscape.

The campaign wasn’t just about commemoration; it was about connection. It sought to unite the city’s multicultural population by tapping into shared passions for music, art, history, and storytelling. It was also a statement of The Hindu’s enduring relationship with the city, positioning the news company not just as a chronicler of Chennai’s past but as a champion of its present and future.

Strengthening the bond with print

The Made of Chennai campaign was crafted with clear, ambitious goals: strengthen brand-consumer connection, further community engagement through print, amplify emerging talent, and drive social impact. 

The Hindu collaborated with local government bodies to spotlight key civic causes, ensuring the campaign had a meaningful social dimension.

The campaign also aimed to expand the newspaper’s print subscriber base by reaching new cohorts through innovative, engaging formats.

Marketing innovation meets editorial 

MoC’s strength was its seamless blend of editorial depth and marketing innovation. Backed by The Hindu’s renowned editorial expertise and collaborations with historians and city experts, the campaign unfolded in multiple phases.

The campaign saturated the city’s consciousness, from launch communication and teasers to an extensive lineup of editorial content.

Highlights included:

• The 24-page special edition on Madras Day, which became a collector’s item, read by over 1.2 million Chennaiites.
• Exclusive interviews with over 40 celebrities and influencers, celebrating their personal connections to the city.
• Human-interest series, such as “Life in the Day,” spotlighting everyday heroes who contribute to the city’s spirit.
• A five-part series exploring Chennai’s lesser-known stories — from its iconic clock towers to its hidden heritage gems.

The campaign also extended into digital conversations on B2B and marketing forums like Social Samosa, afaqs, and LinkedIn, where the MoC launch communication sparked significant PR buzz and earned media coverage.

Delivering on all fronts

More importantly, Made of Chennai became a cultural touchstone. It evolved into a platform that brought people together to share stories, memories, and dreams about their city.

Whether through nostalgic features or socially conscious initiatives, MoC solidified The Hindu’s position as the custodian of Chennai’s identity and pride.

The results of the 2024 Made of Chennai campaign surpassed expectations. With 50 million print engagements across the 40 days and 73% growth in subscriptions, over 40,000 non-subscriber leads were captured, pointing to strong potential for future subscriber growth.

About US$48,000 was generated through the special edition, which covered production costs and added profitability. The special edition saw a 12% increase in stall sales on Madras Day, driven by the buzz around the print special edition.

The success of the Made of Chennai print campaign offers valuable lessons for legacy media brands navigating a rapidly evolving landscape. By focusing on authenticity, community, and cultural relevance — and by leveraging the timeless power of print — The Hindu not only deepened its relationship with Chennaiites but also attracted new audiences in meaningful ways.

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