Wake up to the The Hindu – Times of India Ad War
Hearing the name of Hindu news paper evokes respect and brings to our mind the picture of a grand old man sharing wisdom in its grammatical best. ‘Thou shall read the Hindu Editorial” was the first commandment of the English teacher at school, which had to be religiously followed. Of late the grand old man was facing a series of challenges in his own bastion Chennai from the young and handsome Times of India. The doomsayers predicted The Hindu to die a natural death. But the grand old man struck back taking Times of India to the cleaners.
It all began with the Times of India’s Chennai specific ad that called on the Chennaites to shun the news paper (The Hindu) that puts them to sleep and ‘wake up’ to times of India.
The grand old Hindu was struck by the innovative advertising tactics of the young Times of India. But they say wisdom outsmarts knowledge. What followed was a series of advertisements from The Hindu doing irreparable damage to the Times of India with the tag line ‘Stay ahead of Times’!. If ToI ad was chennai specific, the Hindu ad went beyond the boundaries and has an all India effect. This is how The Hindu retaliated:
The Print ads too were sharp and specific:
This is how Times of India Responded!
(The author is on twitter as