The new Hindu ad campaign started recently caught the imagination of the entire nation. Everybody was very smug about the negative potshots directed towards the 'sleazy' Times of India which sits comfortably at the top where reach is concerned among English dailies in India.
But the fact is isn't it a pity that marketing is becoming about drilling the consumer mind about the competitor's weaknesses rather than convincing it about its own product's USP?
Seeing the ad, though pretty funny, does not really make me feel positively towards the Hindu....all it does is makes me feel negatively towards TOI. For the record, TOI is incredibly bollywood and gossip centric. In fact sometimes they make embarrassing errors. I remember reading about their coverage about the chickungunya epidemic. They ACTUALLY printed that 'chickungunya' was a disease caused by CHICKENS rather than mosquitoes. Moreover, this horrifying error was right on the front page of the paper!
The Hindu is no perfect model of newspaper either.It does not make for easy reading because the language used is heavy and drab. (hence the TOI ad in Chennai about the Hindu putting readers to sleep) The Hindu is also very left-leaning and I don't know about now, was a China ass licker (Hindu must have suffered a huge blow because China, according to them which was a shining beacon of communism is very capitalist now).
Anyway, coming back to the point, rather than the process of consumers choosing options based on appreciation of product strengths, the trend is shifting towards the process of consumers choosing between lesser of the 2 or more evils.
And to be quite honest, I am not sure whether this is good for the marketing world....
But the fact is isn't it a pity that marketing is becoming about drilling the consumer mind about the competitor's weaknesses rather than convincing it about its own product's USP?
Seeing the ad, though pretty funny, does not really make me feel positively towards the Hindu....all it does is makes me feel negatively towards TOI. For the record, TOI is incredibly bollywood and gossip centric. In fact sometimes they make embarrassing errors. I remember reading about their coverage about the chickungunya epidemic. They ACTUALLY printed that 'chickungunya' was a disease caused by CHICKENS rather than mosquitoes. Moreover, this horrifying error was right on the front page of the paper!
The Hindu is no perfect model of newspaper either.It does not make for easy reading because the language used is heavy and drab. (hence the TOI ad in Chennai about the Hindu putting readers to sleep) The Hindu is also very left-leaning and I don't know about now, was a China ass licker (Hindu must have suffered a huge blow because China, according to them which was a shining beacon of communism is very capitalist now).
Anyway, coming back to the point, rather than the process of consumers choosing options based on appreciation of product strengths, the trend is shifting towards the process of consumers choosing between lesser of the 2 or more evils.
And to be quite honest, I am not sure whether this is good for the marketing world....
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