{"id":811,"date":"2012-11-05T18:00:25","date_gmt":"2012-11-05T12:30:25","guid":{"rendered":"http:\/\/ravi.rajiniravi.com\/blog\/?p=811"},"modified":"2012-11-05T16:11:18","modified_gmt":"2012-11-05T10:41:18","slug":"the-hindu","status":"publish","type":"post","link":"https:\/\/ravi.rajiniravi.com\/blog\/2012\/11\/the-hindu\/","title":{"rendered":"The Hindu"},"content":{"rendered":"<p>Not a long time ago, I wrote about the ad war between <a href=\"http:\/\/ravi.rajiniravi.com\/blog\/2012\/04\/times-of-india-vs-the-hindu\/\" target=\"_blank\">Times of India &amp; the Hindu<\/a>. 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.<\/p>\n<p>The Hindu recently released a new ad campaign. Watch this&#8230;<\/p>\n<p><iframe loading=\"lazy\" src=\"http:\/\/www.youtube.com\/embed\/Flmpg5IZ7qA\" frameborder=\"0\" width=\"356\" height=\"200\"><\/iframe><\/p>\n<p>I have nothing to say against this ad per se &#8211; 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.<\/p>\n<p>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?<\/p>\n<p>The ad got tons of shares on Social Media alright. But sample what is being said around it&#8230;<\/p>\n<blockquote class=\"twitter-tweet\"><p>Must watch &#8220;Classroom&#8221; Ad -Hilarious Satire Videoon Indian Politicians &#8230;: <a title=\"http:\/\/youtu.be\/ClYruPBSsTY\" href=\"http:\/\/t.co\/vWowWu6j\">youtu.be\/ClYruPBSsTY<\/a> via @<a href=\"https:\/\/twitter.com\/youtube\">youtube<\/a><\/p>\n<p>\u2014 Mukesh Pathak (@MukeshPathakJi) <a href=\"https:\/\/twitter.com\/MukeshPathakJi\/status\/264930984795971584\" data-datetime=\"2012-11-04T03:24:03+00:00\">November 4, 2012<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\"><p>This ad &#8216;proper parliamentary behavior&#8217; is just so good. Thanks Hindu. Doob maro shameless politicians. <a title=\"http:\/\/www.youtube.com\/watch?v=ub0fjp2rgCA\" href=\"http:\/\/t.co\/dAoM6op7\">youtube.com\/watch?v=ub0fjp\u2026<\/a><\/p>\n<p>\u2014 Marie Gold (@OyeMaria) <a href=\"https:\/\/twitter.com\/OyeMaria\/status\/264296719557197824\" data-datetime=\"2012-11-02T09:23:42+00:00\">November 2, 2012<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Watch this: \u201c@<a href=\"https:\/\/twitter.com\/worldwidenieuws\">worldwidenieuws<\/a>: @<a href=\"https:\/\/twitter.com\/ketydc\">ketydc<\/a> Indian newspaper takes aim at politicians in viral ad. <a title=\"http:\/\/www.blottr.com\/breaking-news\/indian-newspaper-takes-aim-politicians-viral-ad\" href=\"http:\/\/t.co\/2kM5WVa1\">blottr.com\/breaking-news\/\u2026<\/a>\u201d<\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\"><p>\u2014 Kety Shapazian (@KetyDC) <a href=\"https:\/\/twitter.com\/KetyDC\/status\/262967175810252800\" data-datetime=\"2012-10-29T17:20:35+00:00\">October 29, 2012<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-in-reply-to=\"262982744366268416\"><p>@<a href=\"https:\/\/twitter.com\/vidyut\">vidyut<\/a> Have you seen The Hindu ad? It&#8217;s for the Politicians really <a title=\"http:\/\/www.youtube.com\/watch?v=83-Ntoy65MA\" href=\"http:\/\/t.co\/zcSxdWUr\">youtube.com\/watch?v=83-Nto\u2026<\/a><\/p>\n<p>\u2014 Gaurav (@gaushama) <a href=\"https:\/\/twitter.com\/gaushama\/status\/262983888660471808\" data-datetime=\"2012-10-29T18:26:59+00:00\">October 29, 2012<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\"><p>WATCH NOW: Indian newspaper <a href=\"https:\/\/twitter.com\/search\/%23TheHindu\">#TheHindu<\/a> takes aim at politicians in viral ad <a title=\"http:\/\/www.blottr.com\/breaking-news\/indian-newspaper-takes-aim-politicians-viral-ad\" href=\"http:\/\/t.co\/Oe0I9vWv\">blottr.com\/breaking-news\/\u2026<\/a><\/p>\n<p>\u2014 Blottr (@Blottr) <a href=\"https:\/\/twitter.com\/Blottr\/status\/262962251860942848\" data-datetime=\"2012-10-29T17:01:01+00:00\">October 29, 2012<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\"><p>A nice msg to Indian Politicians&#8211;The Hindu Classroom Ad :<a title=\"http:\/\/youtu.be\/9UHVKyJXMhA\" href=\"http:\/\/t.co\/ehP8YW9T\">youtu.be\/9UHVKyJXMhA<\/a>@<a href=\"https:\/\/twitter.com\/deepak_eshwar\">deepak_eshwar<\/a><\/p>\n<p>\u2014 Logesh Kumar (@CrypticThought_) <a href=\"https:\/\/twitter.com\/CrypticThought_\/status\/262863145729658880\" data-datetime=\"2012-10-29T10:27:12+00:00\">October 29, 2012<\/a><\/p><\/blockquote>\n<p>I think, you get it, people think its a &#8220;social service&#8221; message \/ satire directed at the political class!<\/p>\n<p>Whatever happened to the real reason why The Hindu made this ad&#8230; Which <em>consumer<\/em> is it talking to? What are these <em>consumers<\/em> currently thinking (preferably about the paper)? What did it want the <em>consumers<\/em> to think about The Hindu on watching the ad?\u00a0 What does The Hindu <em>stand for<\/em>, what feelings should it evoke towards the paper?\u00a0What change in <em>consumer<\/em> behavior it wants (towards itself)?\u00a0 Should <em>consumers<\/em> 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?<\/p>\n<p>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&#8217;s what this ad is, feel good. Nothing more, nothing less. And a complete waste of money.<\/p>\n<p>Admit it, The Hindu, you are not doing this for social service. If not, continue airing this ad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not a long time ago, I wrote about the ad war between Times of India &amp; 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"book_review_cover_url":"","book_review_title":"","book_review_series":"","book_review_author":"","book_review_genre":"","book_review_isbn":"","book_review_publisher":"","book_review_release_date":"","book_review_format":"","book_review_pages":"","book_review_source":"","book_review_rating":"","book_review_summary":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_featured_media_url":"https:\/\/ravi.rajiniravi.com\/blog\/wp-content\/uploads\/2021\/01\/photo-1547139559-c89c59d117611.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/comments?post=811"}],"version-history":[{"count":10,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/811\/revisions"}],"predecessor-version":[{"id":821,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/811\/revisions\/821"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media\/3979"}],"wp:attachment":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media?parent=811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/categories?post=811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/tags?post=811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}