The audiobooks platform rolls out its media-wide campaign celebrating the language and culture of Tamil Nadu, with the region’s most distinctive voice from the last century.
Kuku FM is one of India’s leading audiobooks app, and the country’s biggest homegrown platform for regional audio content, spanning across 8 Indian languages and two international languages. The brand has built a reputation for translating Indian and international audiobooks into regional languages by staying true to the local nuances.
In its maiden large-scale advertising effort, Kuku FM homed in on its second largest market, Tamil Nadu, to leverage an already burgeoning user-base.
With over a thousand content pieces in Tamil on their platform, Kuku FM paid a poignant tribute to the Tamil language with an ad campaign that celebrated not just the language but also its rich culture, riding on the insight of how the people in TN yearn to listen and speak in their beloved language. The brand roped in the venerated Bharathiraja, a visionary director with a voice that has captivated the Tamil audience for half a century, artistically as well as literally. It believed that only such a prestigious voice could do justice to the two-millennia-old heritage of the Tamil language. The film has been directed by two-time National Award-winning director V K Prakash.
The campaign is piloted by a delightful ad film that showcases the land, language, and its people, anchored by Bharathiraja’s majestic, timeworn narration, and complimented by his charming screen presence. It will be showcased across all major Tamil GEC and news channels, cinema screens, social media, and other digital spaces. This will be followed by a highly visible out-of-home communication, also featuring Bharathiraja, across the breadth and width of Tamil Nadu.
“Our focus as a brand is to not just bring older texts and legends in audio, we are actively making international bestsellers and original content available in Tamil and hence we wanted to be synonymous with the oldest living language in the world, the chord that connects all Tamilians” says Durgesh Nandan, Head of Brand Marketing & Growth at KukuFM. “We have seen hunger for good audio content in both fictional and non-fictional categories. We developed this carefully and took a user first approach while insighting and writing the scripts. It has been absolute fun and we are thrilled to share the outcome.”
“The creative challenge for us to bring the nativity and culture as close as possible to the state and biggest asset on this was bringing in Bharathiraja sir, who is a legend in Tamil Nadu”, says VK Prakash the director of the films. “We shot as natural as possible in candid way and using cultural art form Terukkuttu to the film. It was exhilarating experience working on the film given freedom and collaboration provided from the client and agency. This is one ad I believe grew beyond advertising and came alive real and believable even with a celeb”
Credits:
Agency: McCann Worldgroup, Bangalore
Production house: Trends Adfilms
Director: VK Prakash
Film Links –
https://youtu.be/5EwfaTzH-sc?si=nCA2CG_46J-pAgdW
https://youtu.be/PGUmHWMOJCo?si=3narSPKNFl07QWCM
