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Ad War: Toi Vs Hindu | Advertising

Posted 7 years 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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  • Swapnil PorwalPosted 7 years 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 years agoGreat newspaper
  • Phaniraj BhattPosted 7 years 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 years 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 7 years agohahahaa sooo funny add
  • meetPosted 7 years agobest news paper.
  • krishnaPosted 7 years agoGreat ads
  • shubhamPosted 7 years agohis ad campaign was a bit of sucker punch to its main rivals whose names were bleeped out. Just to keep things classy
  • Abhishek PariharPosted 7 years agoThe Hindu...hahahaha...you nailed it man "STAY AHEAD OF TIMES" i can't stop laughing Thats the major difference between the two papers which makes The Hindu a choice of every IAS aspirant and TOI is chosen by those who are more interested in current relationship status of Kristian Stewart. The basic difference between the content of the two newspaper is due to the ideology dominating in these two major media houses. The Hindu is dominated and run by Pro- Communists who are critics of everything and they believe in cutting out the crap thats why you will notice that there not so many ads in The Hindu making it the costliest newspaper which as priced at Rs. 10. But it is worth spending that amount because for example the editorials written there are by Top level bureaucrats and Politicians or any professor who is an expert in particular field. In TOI the case is totally different, their expert of every subject is Chetan Bhagat and if your are lucky enough its Shobha Dey's Day. And so many ads...so many that there is not so much space left for news thats why its lower price, thats what capitalist ideology focuses on, profits neglecting the quality and content. So I personally think TOI can never compete The Hindu in terms of content of news, though Hindu suffers from a serious drawback of being leftist mindset and promoting peftist ideas but at the end of the you value the opinion and criticism more than factual news. The Hindu can creat your own opinion about every topicas their editorials are quite balanced and they feature leftist, rightist and neutral opinions so that you can judge by your own means. TOI doent even cares about it, an author of romantic novels can never explain IND-PAK relationship in a way a NSA or Retd Defence Sec. Can(as in case of The Hindu). So I think its totally upto your that you dont care much about news and opinion and just wanna read facts and some crispy content, go for TOI and Hindustan Times and if you want yourself to be always aware and prepared for rational discussion on any topic given, go for The Hindu or Indian Express
  • ikpPosted 6 years agofunny adds
  • Priyanka GhatalPosted 6 years agoHahaha nice ad TOI newspaper advertise
  • Melvin TomPosted 6 years agoMind blowing, Bomblastic and marvelous ad ever seen
  • RahulPosted 5 years agoreally great newspaper
  • Nibhanupudi Venkateswar SharmaPosted 5 years agoVery nice presentation from both English daily news paper team. I thing if both teams daily can be come in Hindi as national language can make a little desi tadka to it for outside environment. Good Job. Keep it up. Jai Hind.
  • sujit.purkayasthaPosted 5 years agothe times of india is my favourate newspaper. i like it very much
  • Tapati PurkayasthaPosted 5 years agoHindu is better but in our remote it reached next day after noon. But TOI i savailable
  • sujit.purkayasthaPosted 5 years agotimes of india is available in our area in same day . But hindu is available next day afternoon
  • Tapati PurkayasthaPosted 5 years agoboth newspaper are good
  • sujit.purkayasthaPosted 5 years agoour zone times of india is fvavourate
  • sujit.purkayasthaPosted 5 years agoThe Hindu is one of the good newspaper for metro cities
  • sujit.purkayasthaPosted 5 years agoThe ad 2 is interesting
  • sujit.purkayasthaPosted 4 years agothe newspaper now a days an entertainment programme
  • sujit.purkayasthaPosted 4 years agoTOI IS AVAILABLE IN ALL OVER INDIA AND IS POPULARISED
  • sujit.purkayasthaPosted 4 years agoGreat newsprint. I like it
  • sujit.purkayasthaPosted 4 years agoToi is best
  • sujit.purkayasthaPosted 4 years agoGreat newspapers
  • sujit.purkayasthaPosted 4 years agoboth are Great newspapers
  • sujit.purkayasthaPosted 4 years agoTimes of India is a great newsprint in india
  • sujit.purkayasthaPosted 4 years agoHindu news paper is one of the best but not available in same day in all area of india
  • sujit.purkayasthaPosted 4 years agoTimes is no doubt but having more ad.ad compare to hindu. I like both
  • sujit.purkayasthaPosted 3 years agoThe campaign for newspaper Hindu is nicr
  • sujit.purkayasthaPosted 3 years agoHindu is good paper though it was available in next day on northeast india
  • sujit.purkayasthaPosted 3 years agoTimes of India local print was available in northeast .good paper
  • sujit.purkayasthaPosted 3 years agoTimes of india has a several editions in india help most of people of india as comparison to Hindu
  • sujit.purkayasthaPosted 3 years agoBoth hindu and times of india is good . Difference only publications. Times of india was published from different cities as compar5 to hindu .we in the northeast will not receive hindu in the same day. But we get times of india ( guwahati publication) daily.
  • sujit.purkayasthaPosted 3 years agoBoth newspapers are good and india,s top paper but times of india has more publication d than hindu
  • sujit.purkayasthaPosted 3 years agoI read times of india in north east as it was made local newspaper.So my favourite newspaper is Times of India.As Hindu newspaper has no base in northeast so it was not available in the morning. So ,both the newspapers are best.
  • sujit.purkayasthaPosted 3 years agoCompetition started for covering voting news by both the house . You will see the difference now
  • sujit.purkayasthaPosted 2 years agoBoth papers are good depend on location wise publication. Hindu in south based and times of India is north base mainly


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