The Hindu vs The Times of India
Facebook is abuzz with new campaign videos of The Times of India(ToI) and The Hindu. While the ToI started the battle, it seems to me that The Hindu had the last laugh. The Hindu's video captures the essence of the spirit of the ToI, write and publish what sells (read Sex and Hollywood). In my opinion, there is no newspaper that has the same journalistic analysis and rigor that the Hindu has, perhaps the Indian Express comes a distant second.
27/01/2012
Well, let me decipher the marketing elements of the campaign. Times of India goes for a 'Frontal attack', wherein the ad/video has a Tamil tune, post its launch in Chennai. The Hindu retaliates and uses 'Attribute' based product attack. The dumb people and the 1,2,4, 5.. pages ad just pick the key associations that readers have with ToI and the Hindu puts up a brilliant attack.
This campaign which was started by the Times of India uses the principles of Integrated Marketing Communication, i.e. controversy followed by a buzz to gain top of the mind recall. But in south, especially in Chennai, the Hindu has a very strong hold. People have grown up reading the Hindu and it would take much more than a mere marketing attack by the Times of India to change the consumer behavior.
So where is the battle headed? I think the frontal attacks will continue for some more time. In my opinion, the Hindu should also use this opportunity to enter new sales territories and capitalize on the controversy buzz that ToI has started. That would be a real blow to the marketing manager at the ToI!! :)
27/01/2012
Well, let me decipher the marketing elements of the campaign. Times of India goes for a 'Frontal attack', wherein the ad/video has a Tamil tune, post its launch in Chennai. The Hindu retaliates and uses 'Attribute' based product attack. The dumb people and the 1,2,4, 5.. pages ad just pick the key associations that readers have with ToI and the Hindu puts up a brilliant attack.
This campaign which was started by the Times of India uses the principles of Integrated Marketing Communication, i.e. controversy followed by a buzz to gain top of the mind recall. But in south, especially in Chennai, the Hindu has a very strong hold. People have grown up reading the Hindu and it would take much more than a mere marketing attack by the Times of India to change the consumer behavior.
So where is the battle headed? I think the frontal attacks will continue for some more time. In my opinion, the Hindu should also use this opportunity to enter new sales territories and capitalize on the controversy buzz that ToI has started. That would be a real blow to the marketing manager at the ToI!! :)
Comments