thus said the TOI and started it.....The campaign has been conceptualised by Taproot India.
The brief given to the agency was to increase eyeballs for the TOI in Chennai. "It was a very clear and uncomplicated brief; it wanted to make TOI the No. 1 in Chennai and highlight that it's a new-age newspaper," said Santosh Padhi (Paddy), chief creative officer and co-founder, Taproot India. ( as per the internet )....
Having tried to beleive that the TOI dig was not against them , for a while, finally when Hindu and their agency Ogilvy decided to respond, it came like this....and such a befitting reply... The war is just on ! fierce and straight on the face but keeping themselves within the legal boundaries of what is allowed. The advertisement indirectly ( well on an after thought I would so, not so indirectly,) takes a jab at low quality of news covered by Times of India and how their readers severely lack important knowledge.....DIG DIG DIG !
While I am not much in favour of comparative advertising, this one has a flavour.. whether the TOI and Hindu readers like their news papers on not, the ad viewers are liking it...
and the print war is here...................
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