Chennai's grand debut to establish its international presence
In a significant move to elevate Chennai's status on the global stage, the Super Chennai initiative was launched on Thursday. This citizen-led campaign, an undertaking of Credai Chennai, aims to rebrand and repackage the city to make it more appealing to Generation Z and showcase Chennai as a major metropolitan hub.
The initiative, which has partnered with US-based company Pointcast, utilizes a multi-pronged digital and public engagement strategy to promote Chennai's urban strengths. At the heart of the campaign is a citizen-led website, which highlights the city's assets and ecosystem across five distinct themes: Live, Visit, Work, Invest, and Innovate. This one-stop digital platform serves as a comprehensive guide to explore what the city offers under these aspects.
Ranjeet D Rathod, the Managing Director of Super Chennai, stated that their aim is to make Chennai rank among the top 100 global cities. To achieve this, the initiative promotes the city through these five themes, addressing its lifestyle, tourism, employment opportunities, investment climate, and innovation capabilities.
Complementing the digital platform, the campaign involves social media outreach and physical advertising like hoardings to raise awareness and encourage citizen participation from July 21 onward. The initiative also focuses on integrating citizen involvement to build a stronger identity and improve civic engagement, which is essential for urban transformation into a global smart city.
By rebranding Chennai as a “future-ready” global hub, the initiative projects the city as a forward-looking, vibrant center attractive for business, innovation, and quality living. It also seeks to expand Chennai's global economic footprint by emphasizing multiple facets like innovation and investment.
The Super Chennai website was launched at a recent event where Tamil Nadu Chief Minister MK Stalin unveiled the Super Chennai logo. A Mohamed Ali, President of Credai Chennai, described Super Chennai as the digital layer of the city's spirit. Aditya Swaminathan, Brand Evangelist at Pointcast, also described the Pointcast gesture-based interface that allows users to interact with the Super Chennai app easily.
The national campaign to showcase Chennai as one of India's most vibrant destinations for living, visiting, working, investing, and innovating will utilize digital outreach, media partnerships, and on-ground activations to highlight Chennai's cultural richness, economic opportunities, and future-ready spirit.
As the next step towards creating a digital-first, participatory space that presents Chennai as a global and future-ready city, the Super Chennai initiative is set to position Chennai as a destination of choice for the GenZ population and beyond.
- The Super Chennai initiative, in collaboration with Pointcast, will provide a subscription-based service through a citizen-led website to showcase the city's assets across five themes: Live, Visit, Work, Invest, and Innovate, serving as a comprehensive guide for exploring Chennai's offerings.
- Ranging from lifestyle and tourism to employment opportunities, investment climate, and innovation capabilities, the Super Chennai campaign aims to make Chennai a top 100 global city by promoting it through these five distinct themes.
- In addition to the digital platform, the campaign includes social media outreach and physical advertising, such as hoardings, to raise awareness and encourage citizen participation, starting from July 21 onward.
- Super Chennai seeks to present Chennai as a future-ready global hub attractive for businesses, innovation, and quality living, while also emphasizing multiple aspects like data-and-cloud-computing, sustainable-living, and home-and-garden to expand its global economic footprint.
- To further strengthen this vision, the Super Chennai app will utilize technology empowered by a gesture-based interface, designed and provided by Pointcast.
- The Super Chennai initiative is planning to position Chennai as a destination of choice for the GenZ population and beyond, using digital outreach, media partnerships, and on-ground activations to showcase Chennai's cultural richness, economic opportunities, and future-ready spirit in the national campaign.
