It all started in November last year, when TOI challenged the leadership position of The Hindu in the Chennai market with its ‘Wake up!’ campaign. Designed by Taproot India, the campaign provoked readers to give away the newspaper that supplied boring news to them and instead switch to TOI. The following is the video from Youtube...
Now, The Hindu has chosen the positioning ‘Stay ahead of the times’ to hit back. Crafted by Ogilvy & Mather, the three TVCs have used the format of ‘vox pops’, i.e., voice of the people in interview format used in broadcasting. The agency found this sort of candid camera approach an interesting way to deviate from the tried and tested means and existing storytelling formats.
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