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Ad War: Toi Vs Hindu | Advertising

Posted 7 months ago

The Hindu and The Times of India are both hugely popular newspapers with the former having historically held a stronghold over the south of India. TOI on the other hand is an undisputed champion in North and Central India. Both newspapers first began printing in the 1880’s with TOI currently holding the boasting honours of being India’s largest read English daily newspaper. 

Looking at the past decade, conglomerates have a tendency to not stop expanding until they are the undisputed Alpha of their pack. TOI was no different and in 2011, the newspaper giant attempted to further strengthen its stronghold in India by releasing an aggressive ad campaign in Chennai, a market that was then dominated by The Hindu. The ad, which ended on the punch line - Wake up to the Times of India, can be seen here:

As can be seen, TOI is guilty of having used some rather cheeky humour as part of its marketing campaign. Despite not having mentioned it anywhere, the ad was targeted at their biggest competitor in Chennai, The Hindu. The ad indirectly labels the Hindu as being a ‘boring’ newspaper. Such an aggressive strategy warranted a good punchy comeback and The Hindu didn’t disappoint:

 

 

This ad campaign was a bit of sucker punch to its main rivals whose names were bleeped out. Just to keep things classy. But if you’re a half decent lip reader, its clear as day that the gossip obsessed youths portrayed in the ads, who failed to answer some simple questions were in fact Times of India readers! The ad campaign concentrates on how the quality of news printed in rival daily papers results in lack of general knowledge. This is a dig directed at Times of India as it has always had a reputation of sensationalizing the news rather than giving it straight and concentrating on important issues, however boring they may be.

The Hindu didn’t relent after airing the TVC as a whole lot of print ads followed. Catchy slogans like, ‘Sense not Sensational’ continued to dig into TOI. Nevertheless, till this date, TOI continues to be India’s most popular English newspaper. Maybe sensational is what the people want…?

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7 Comments

  • Swapnil PorwalPosted 7 months agoToday news give more entertainment, their news does not have any sense but they can create sensation on any thing and make news and make money. If people are reading sensational news which don't have any sense they keep on creating that type of news which don't have any sense , this is our choice Whether we really want to read news to create awareness or read news to entertain.
  • Rishi ModiPosted 7 months agoGreat newspaper
  • Phaniraj BhattPosted 7 months agoThis Gag by "The Hindu" is at it's best !....I stopped reading TOI 3 months. back.I was there in New Delhi this year, attending "World Culture Festival" conducted by Art of Living from Mar 11th - 13th. To my surprise the headlines in TOI didn't cover even a single line about the mega event in all the 3 days. Beyond that it reported news wrongly, with sensational headlines like Sri Sri Ravishankar Guruji said " Pak Zindabad"....which was a blatant lie. I realized for the sake of money, TOI can dig their own grave !!!
  • Sunita AgrawalPosted 7 months agoI am also a follower of times of India, but now-a-days it gives many fake news, so I am loosing intrest to read Times of India.
  • shikharPosted 6 months agohahahaa sooo funny add
  • meetPosted 6 months agobest news paper.
  • krishnaPosted 5 months agoGreat ads

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