Mint Lounge is no 'weak end' edition
Equus Red Cell worked on the print campaign with the objective of communicating the élan and the rich diversity of the Mint Lounge writing. The ad itself is a great example of classical longhand copywriting
Sarmistha Neigy | Mumbai | October 21, 2014
Click on the image to enlarge.
Mint has come out with a print campaign for Lounge, its Saturday edition. Equus Red Cell has conceptualised the campaign with the aim to communicate to the readers, how Mint Lounge is different from other regular newspapers. As an ad it is a great example of classical longhand copywriting, a vanishing skill in today's environment of audio-visual driven advertising.
Swapan Seth
Commenting on the campaign, Swapan Seth, National Creative Director, Chairman and Chief Executive Officer, Equus Red Cell, said, “The objective was to communicate the élan and the rich diversity of the Mint Lounge writing. It is long-form writing and therefore, we employed long-form copy for the campaign.”
Explaining the creative strategy, Seth said, “Daily news during the week is nothing but reportage. In contrast, Mint Lounge presents itself as a very significant pause to all of that. Other Saturday publications are equally weak in terms of reading and writing quality. This is why the baseline 'The weekend. Not a weak end'. It usurps Saturdays, even to the extent of Brazil's loss which also happened on a Saturday.”
The Print ADs:
Click on the image to enlarge.
Click on the image to enlarge.
Click on the image to enlarge.
Credits:
Agency: Equus Red Cell
Copy: Swapan Seth
Art: Mriganka Singh
Client Servicing: Shreya Seth, Arjun Chandra
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