Economist launches hard-hitting ad campaign in India

Brand-building campaign aims to increase sales.

The Economist magazine is promoting itself in India with a particularly hard-hitting television campaign that invites its readers to "interpret" the communication they see.

The weekly has been focusing its brand communication on increasing sales and is back with its fourth campaign created by Ogilvy.

There are two commercials to be aired as part of this brand-building effort. One depicts Chinese workers migrating to Chinese-owned factories in India for work, while the second is based on African children being used to fight in civil wars.

The commercials, which go on air on 17 May, conclude with the slogan "Interpret the world" followed by the familiar red Economist logo.

The commercials will also be promoted through cinema ads and on social media sites such as YouTube, Facebook, Ibibo and Metacafe.