Not a long time ago, I wrote about the ad war between Times of India & the Hindu. After a series of ads targeting The Hindu, Times of India felt silent, probably realizing that it is doing more harm than good to itself by trying to portray other newspapers as boring.
The Hindu recently released a new ad campaign. Watch this…
I have nothing to say against this ad per se – tons of actors, nicely shot in black and white, well recognized tune that reminds you of all the sacrifices of the founding fathers of India made and showing the sorry state of affairs of our current leaders.
I have something to say about the strategy behind the ad. Why did The Hindu make this ad and why is it spending millions behind this? The only reason I can think of is that the Mahavishnu of Mount Road is completely shaken up by the Old Lady of Bori Bunder. But, is this the correct way to spend millions?
The ad got tons of shares on Social Media alright. But sample what is being said around it…
Must watch “Classroom” Ad -Hilarious Satire Videoon Indian Politicians …: youtu.be/ClYruPBSsTY via @youtube
— Mukesh Pathak (@MukeshPathakJi) November 4, 2012
This ad ‘proper parliamentary behavior’ is just so good. Thanks Hindu. Doob maro shameless politicians. youtube.com/watch?v=ub0fjp…
— Marie Gold (@OyeMaria) November 2, 2012
Watch this: “@worldwidenieuws: @ketydc Indian newspaper takes aim at politicians in viral ad. blottr.com/breaking-news/…”
— Kety Shapazian (@KetyDC) October 29, 2012
@vidyut Have you seen The Hindu ad? It’s for the Politicians really youtube.com/watch?v=83-Nto…
— Gaurav (@gaushama) October 29, 2012
WATCH NOW: Indian newspaper #TheHindu takes aim at politicians in viral ad blottr.com/breaking-news/…
— Blottr (@Blottr) October 29, 2012
A nice msg to Indian Politicians–The Hindu Classroom Ad :youtu.be/9UHVKyJXMhA@deepak_eshwar
— Logesh Kumar (@CrypticThought_) October 29, 2012
I think, you get it, people think its a “social service” message / satire directed at the political class!
Whatever happened to the real reason why The Hindu made this ad… Which consumer is it talking to? What are these consumers currently thinking (preferably about the paper)? What did it want the consumers to think about The Hindu on watching the ad? What does The Hindu stand for, what feelings should it evoke towards the paper? What change in consumer behavior it wants (towards itself)? Should consumers remember The Hindu or the crazy politicians after seeing this ad or The Hindu trying to address something about the crazy politicians. If so, is it the right step?
Tons of classic ad brief questions are unanswered. The Hindu ad agency, brand managers and the management team can keep counting the likes, shares and comments and feel good about it. That’s what this ad is, feel good. Nothing more, nothing less. And a complete waste of money.
Admit it, The Hindu, you are not doing this for social service. If not, continue airing this ad.
