MUMBAI: Until now The Economist has exploited outdoor and print media platforms extensively to reach out to its target audiences in India.

But now, for its fourth campaign, The Economist has opted for television and social media to capture the large audience set that still remains untapped in the region.
 
The company has designed two commercials as part of its television campaign. The first is based on the trend of Chinese workers migrating to work in Chinese-owned factories in India.

The second is based on the fact that African children are being increasingly being used to fight in civil wars, at a great cost to themselves and their societies. The commercials go on air on 17 May. 
 
Conceptualised by Ogilvy & Mather, the TVCs have been directed by Shashanka Chaturvedi while Good Morning Films is the production house.

Other than television, these commercials will also be promoted in popular movie theatres and digitally on social media sites like YouTube, Facebook, Metacafe and Ibibo.