I have been thinking of reviving the blog for many days now, but was lacking the motivation to steal some time off the so called 'busy professional life'. But this morning, I came across something which forced me to go back to the blog.
Times of India from Bennett, Coleman & Co. launched its Chennai edition in 2008 with a catchy 'Nakka Mukka' campaign. The campaign did win a few eyeballs and some rewards too, but was not able to change the loyalties of the over a 100 year old Hindu which dominated the southern market.
Circa 2011, 'TOI' decided to shake things a bit and came up with the 'Wake Up to News' advert taking a direct digg at 'The Hindu'. Im sure the advert would have made some change in readership with few changing loyalties for some 'fresh' news.
But nobody ever expected the laid back stalwart to respond to it. But 'THe Hindu' came back with a reply totally unexpected of. Watch the advert yourself for more :)
Around all the creative fun, I wonder when will one change loyalties in a category like newspapers ?? Its not an impulse category for sure where one can move on with such adverts.
Many media houses including the Bennett, Coleman & Co. have been using the largest readership reinforcement for their audience. But will one ever change loyalties because of that?
I honestly feel no...I mean the ADs shown by both are merely creative stuff then being factual... I mean irrespective of what newspaper those guys/girls have been reading they would have still given the same shocking answers... I have tried changing newspapers at times but I have always landed back to the original because I have always found the change as just an initial attraction..later on you start criticizing the new one too for the same things that drove you away from the first one...and more so over you get so used to the layout of the original one that you find it difficult to make a switch ... Kind of missed your posts ;)
ReplyDeletethe layout of the paper definitely is one big resistance to change, but it hardly takes a few days to adapt. Just like when you finish one book and start with a new one, it takes a few pages to adapt to the font size and layout :)
ReplyDeleteNice to know you missed the posts...trying to be more regular now :)