Thursday, January 26, 2012

Staying ahead with The Hindu

Monumental Blunder. Casuality List Candidate. Thats what occured to me when I saw the commercial. it is weak and flatter than the flattest beer. i joined TOI way back in the late 80's when they were shedding their OLD LADY OF BORIBUNDER image to become a girl in skirts. Mr Samir Jain was the one who orchestrated this entire image revamp. The ideas, the imagination, and the resouces they invested was mind boggling. They pulled all the stops and the campaign addressed the working of the organization, not just the cosmetic aspect. TOI did all this under the sesquicentinnial banner (150 yrs) and it was out of the world.

30 yrs have gone by now you have this campaign my The Hindu. Did I say the TOI campaign was orchestrated??? Well then The Hindu campaign can be just a DOG WHISTLE compared to it.

The change of guards in The Hindu, I assume, was the reason for this silly set of videos. What have they done?? I cant understand??? Iam sure some simple minded people rolled out this strategy. Pardon my outpour on this. Iam a hardcore Hindu reader and i was proud of the paper for holding its nerve and for not not being blown away by the market forces. Now its all over. TOI will respond and they will respond in such style that you will reminded of the half burnt papers newspapes strewn on the road the morning after the Diwal fireworks carnage. Why did The Hindu even dare to take on TOI on its strengths?

The Stay ahead with the Hindu should have stayed as a Vision statement for employees to press on with purpose . Now they have muddied it in the market slush. MOUNT ROAD MAHAVISHNU are you trading your divinity for money and fame.. RAM RAM RAM...

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