In India, the target audience for The Economist is much wider than the number of people currently familiar with our brand. The idea here is to communicate what the brand has to offer to an audience who have no or very little awareness of the brand.
The communication intends to further establish our position that The Economist helps you interpret the world. The commercial uses a twist at the end to make a point that events you are looking at may have a totally unexpected interpretation. This film 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.