When I published the last post, I was amazed at the unexpected response from 'The Hindu'.

But just a day later, I came across a set of print ads by 'The Hindu' in response to the 'TOI's' dig.

Though creative, but its like inviting the mammoth Bennett Coleman & Co. to go against you :)

But I still wonder, will such a tactic help in changing preferences ?
or is it trying to nip the problem in its bud when it comes to TOI in Chennai!!!

Is it just about the News ??

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?

Lead India

Brand: Lead India (Times of India)

Agency: Taproot India

Its that time of the year when all you see looking outside the window would be political banners and posters!!!

And that is when initiatives like this stand out....Lead India was a success when it was initiated by the Times of India an year back and they are back with the same agenda this year too. Just that last year they picked out a leader from among the common people and this year they plan to pickout one from among the political leaders!!!

The idea is very similar to an existing concept supported by tata tea, jaagore. Have a portal and ask people to register for it. Inform them about the power of their choice and make a difference!!!

Times of India

It is written.
Destiny, believers of the world will call it. They will applaud his feat and sing his praises till inevitably another masterpiece comes along. They will discuss it and feel proud of the country they share with him. And then there are others, the ones that will just smile and celebrate quietly. Because they always knew this was how it was meant to be. For long after the arclights have dimmed and the fanfare has faded, the music will play on.

Need I say more :)

Agency: Taproot India