SET’s latest nostalgia-driven print campaign brings back pre-partition era in India

OMD India print innovation sony entertainment television

The latest print campaign of OMD India for SET’s Kyun Utthe Dil Chhod Aaye attempts to bring back the pre-partition era in India through aesthetics and visual elements.

OMD India’s execution of the Print innovation for the launch of Sony Entertainment Television’s Kyun Utthe Dil Chhod Aaye brought forth the era of pre-partition India.

Sony Entertainment Television’s recently launched the show, Kyun Utthe Dil Chhod Aaye. To announce the launch of this show, OMD India executed a print campaign, unveiling an era of pre-partition in India, 1947, with its visual elements and aesthetics.

This print innovation attempted to not just turned back on time, but also gave the readers an experience of the era through the look and feel of the newspapers – a medium highly used in those days.

Times of India, Dainik Jagran, and Nai Duniya were some of the prominent newspapers of that era and had decades-old archives that gave an insight into the right newspaper page designs from 1947.

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Expressing his views on the campaign, Amit Raisinghani, Head – Business Planning and Communication, Sony Entertainment Television said, “Newspapers were the most preferred medium of communication back in the day. Since the show Kyun Utthe Dil Chhod Aaye is set in 1947 pre-partition India, we felt an innovative Print campaign will be the most appropriate way to set the context of the show, on the day of the launch. We have received positive feedback from the audience and the industry alike and we are confident that we’ve been able to deliver our message impactfully.”

Commenting on the partnership, Priti Murthy, CEO OMD India said, “This campaign in partnership with Sony Entertainment Television is nostalgic not only because the show brings back the mood of 1947, but through print media, it has also given us the opportunity to be nostalgic in our media messaging. It’s a pleasure to work on something fresh and innovative, and we are certain that the audience will enjoy it as much as we did.”



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