Mathrubhumi initiates ‘Re-imagine the future’ campaign

Everywhere you look there are stories of parents forcing their children into certain professions and the children rebelling. The problem being, everyone paints these parents as close-minded villains, out to suffocate their children’s dreams. However, the reality is very different – the parents are simply acting out of concern for their children, they are doing their best to ensure that their child has a stable future, financially. Unfortunately, most parents aren’t exposed to all the professions

15 Nov 2017 | By Dibyajyoti Sarma

As one of the leading sources of information for thousands of parents, Kerala's leading media conglomerate Mathrubhumi launched its multi-pronged campaign ‘Re-imagine the future’.

The campaign attempts to encourage and educate children and parents to follow alternate career paths in which they can grow beyond regular careers.

The ongoing campaign will promote stories of successful people who opted for alternate careers in their lives. (Individuals who make money by subtitling movie, colouring ad films, tattoo artist, food designing, wellness doctors, ethical hackers, etc). It will also include doing series of articles, discussions, special program and forums which are created and promoted across our brands including daily, Club FM, MB News,, and social media etc.

Jayakrishnan, head brand communications, the Mathrubhumi Group said “Mathrubhumi has always stood as game-changer in a many a causes, be it Indian freedom struggle to the recent Mission Calicut Medical College and Mission Trichur (where we got the population of those respective locations to come together and cleaned places like Govt Medical College) . In this journey we feel strongly about the way the future of our kids is being guided. Are we limiting their worlds? If so let’s not, let’s present them to brighter world with lots more opportunities. Hence on this Children’s Day we kick-started the campaign of Re-imagining the Future.”

The Mathrubhumi Group, with its various arms will extend this thought into a full-fledged event and editorial content which will provide real value to parents for whom the news is a primary source of information. MB group verticals in this campaign will showcase exemplary examples of individuals in history who have opted for alternate careers and have been successful in them as well.​

Francis Thomas, creative director, Maitri Advertising Works, said “Re-imagine the future campaign is anchored around a shareable activation film featuring the country’s most progressive fancy dress competition and supported by print, radio, and digital extensions. By the end of the campaign, we hope to change the preconceived notions that parents have about ideal professions for their children and as a result, take the pressure off children and an overburdened education system.”

You can watch the campaign film here.

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