Chennai: In a landmark initiative, Super Chennai — a citizen-powered urban movement — has launched India’s first citizen-led city branding campaign, with the goal of positioning Chennai on the global map as a vibrant, future-forward city rooted in culture, creativity, and quiet confidence.
Breaking away from traditional government-led campaigns, Super Chennai is driven by the city’s own people — residents, entrepreneurs, artists, and changemakers — united by their shared pride and belief in Chennai’s untapped potential. The campaign is designed to connect with audiences across the globe, especially Gen Z and Millennials who are drawn to authenticity, meaning, and cultural depth.
The multi-platform campaign features a dynamic rollout across Television, Print, Digital, Radio, Outdoor, Airport OOH, and Bus Wraps, designed to be both surprising and inspiring. At its core are five high-energy TV commercials that reimagine Chennai for a new era — challenging outdated stereotypes and celebrating the city’s emerging facets through youthful, cinematic storytelling.
The campaign is endorsed by iconic Chennai personalities including Grandmaster Viswanathan Anand, actor Jiiva, and actress-producer Radhikaa Sarathkumar, adding emotional resonance and cultural authenticity to the message.
“This is more than a campaign. It’s a collective expression of love, belief, and pride. We’re not just branding a city — we’re giving voice to its people, and inviting the world to see it through our eyes,” said Ranjeeth Rathod, Managing Director of Super Chennai.
Conceptualized by Blue Noodles, produced by Happy Unicorn, and directed by Avinash Hari, all Chennai-based creative powerhouses, the initiative marks a fresh chapter in place branding — one rooted in purpose, participation, and people.
In a global landscape where cities are competing for talent, investment, and cultural relevance, Super Chennai stands as a pioneering model for civic storytelling that is inclusive, authentic, and deeply human — setting a precedent for urban narratives in India and beyond.
