Buzz generated by the campaign:
The Times of India then responded with this ad:
And the ad below was our response to the response. However, we voted against officially releasing it.
The Hindu Campaign
The Times of India is India's leading English newspaper. The Hindu is a national daily but 80% of their numbers come from the Southern city of Chennai. While The Times of India is considered more of a tabloid, The Hindu is a serious reader's newspaper. The Times of India had invaded The Hindu's bastion, Chennai with an aggressive marketing plan. The Hindu had to retort.We highlighted the fact that while the readers of The Times of India knew all about celebrities and Bollywood gossip, they were clueless about current affairs and general knowledge. Thus, highlighting the superior quality of content in The Hindu.The campaign caught on like wild fire. It was all over twitter and Facebook and got over 1 million views in just a week on Youtube. Even the Print ads went viral with over 2000 ‘shares’ on the very first day. The campaign has created amazing buzz and is a huge huge success. It got a Gold at Effies. Have a look.