RT India has launched its first multi-stage integrated India-wide advertising campaign. As per the company, the out-of-home, online and print campaign involves an array of billboard advertising, bespoke bus and taxi wraps, print ads in newspapers, airport takeovers, among other formats.
The first stage of the two-stage campaign initially poses open questions including: ‘Why does the West still see India as a third-world country?’ , ‘Should Europe’s problems be India’s problems?’, and ‘Why won’t Britain return the Koh-I-Noor diamond?’. These questions are targeted at the root of broad geopolitical national discussions.
The second stage of the campaign moves to directly kick back at false assumptions about India and the Global South at large. The statement featured, ‘They think you believe. We believe you think’, enshrines a direct challenge to multiple western narratives about the country. This second stage also features AI generated imagery of the White House and 10 Downing Street, to offer a clear visual contrast for traditional Western attitudes to those of RT.
The ads appear across Delhi, Mumbai, Kolkata, Hyderabad, Chennai, and a host of other locations. Moreover, the campaign is active and will be promoted across platforms in 2024.
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