SANDESH MOBILE APP
Launching a vernacular media app
A leading media house in Gujarat (India) wanted to launch a vernacular mobile news app. Slated to be a one-of-its-kind news app it would deliver news in Gujarati (local) Language. Our big challenge was to fight for attention and ensure a star entry for a new app into this crowded app market.
Turning a thumbs down into a thumbs up
People use their thumb to swipe across their mobile devices. This cue led us to the thought about how the thumb rules in today’s times. We translated this observation into the strategic insight of how in India the person who cannot read/write uses the thumb impression as a signature and is socially called Anguthachaap – an illiterate, in some sense a social stigma. But in the digital world, we observed this very thumb is creating digital impressions and symbolically represents the smart generation.
Anguthachaap is the new smart –
We blended these two paradoxical ideas to redefine the new Indian concept of Anguthachaap! showing how an Anguthachaap is the new smart.
Making an Anguthachaap the real hero
We launched the campaign with a series of teasers which questioned the most literate of Gujarati readers, asking them if they were an Anguthachaap, illiterate? After creating the right buzz, the revelation came as an “Aha Moment” in the Launch ad, which completely reinterpreted the personality of an Illiterate. The comprehensive ad stated how through the Sandesh News App the Anguthachaap had the world under his/her thumb. Suddenly the Anguthachaap became a hero - saying if you are an Anguthachaap you are a super star!