This Tamilnadu Government
initiative to provide a global platform for “Chess” through this has gained
high visibility through branding. While the Mascot “Thambi” looks pathetic with
its name Tatoo on its hand but what is interesting is the way the 360
communication has been roled out. The branding experts have cracked some real
good innovations besides the bus shelter branding, bus branding, kiosks, print
ads, Billboards, signages, posters, Television ads, Mascot dummies etc.,
1.
Painting the Napier Bridge : The bridge has
been painted with Black n White chekkers in total and looks very impressive. (I
will put the controversy aside, of this creating an optical illusion for the
riders passing through the bridge). But unfortunately these squares getting
painted on roads is not creating that impact because any ways the traffic codes
are black and white lines.
2.
Aavin milk packets with the chekker pattern on
it is a good thought
3.
The Kolam that people are contributing makes
this brand inclusive has the brand has managed self participation and ownership
from people at large.
4.
Ramraj Dhotis launching “Thambi Vetti : A Special Edition” with a chekkered border is
interesting and I am sure there will be many takers. (PM Modi wore that for the
inaugural function!)
5.
Amul jumping in with its interesting bill board
6.
AR Rahman’s Music Video for Olympiad
7.
Spicejet promotion offered some free rides for
children
8.
Interesting backdrop during the inaugural
function
9.
Launch of a stamp
