Brief: A need gap was identified where the Hindi speaking readers were missing out on the Economic Times insights of the finance world. The campaign was to announce the launch of The Economic Times Hindi newspaper in the Delhi and NCR region.

Concept: The creative strategy was to equate the reading of The Economic Times with the understanding of finance and money. The visuals were created using four currencies of the world where all the text on each currency note was changed to Hindi using Devanagri typography to exactly match the original typography. The powerful concept of ‘Paisa bole aapki bhasha’ that translates to ‘money now speaks your language’ was communicated through this visual idea, executed with meticulous detail.

Agency: Rediffusion DY&R