Posts Tagged ‘Volkswagen’

Masthead is no longer as sacred as it used to be

1 April 2011

The self-proclaimed “masthead of the nation”, The Times of India, has allowed marketers to play around with its masthead once again. This time, for the German automaker Volkswagen.

Besides the “blue” in the masthead, all the headlines in the March 31 issue of “The Blue Times of India” were in blue. Although the same campaign ran in The Hindu, the Madras newspaper didn’t allow its masthead to be touched.

Last year, ToI had sold its masthead to two telecom players.

First to Uninor:

And then to MTS:

Volkswagen, which has made “roadblocks”—absorbing all the advertising to make a statement—its hallmark in its India campaigns, had taken out “talking ads” in ToI and Hindu.

Also read: Selling the soul or sustaining the business?

‘Talking ads’ in The Hindu and The Times of India

Anything ToI does, the competition can do worse

Why newspapers were offloaded from a plane

28 September 2010

An item in ‘Delhi Confidential‘, the Monday gossip column of The Indian Express, on the Volkswagen Vento “talking ad” run by The Hindu and The Times of India last week.

Facsimile: courtesy The Indian Express

Also read: ‘Talking ads’ in The Hindu and The Times of India

Three reasons why the ToI-Volkswagen ad won’t work

When an advertisement becomes the news

3 reasons why ToI-Volkswagen ad doesn’t work

22 September 2010

Still unaware that the Volkswagen Vento ‘talking’ ad appeared first in The Hindu, Madras, and not The Times of India, and that it also appears in The Hindu Business Line, the adman turned columnist Anil Thakraney lists three reasons why the ad doesn’t work, in Money Life:

1) Getting instant attention cannot be the sole purpose of advertising… The idea must always be to get attention in an endearing way, and in a way that the route embellishes the brand’s core personality.

2) It’s a boring, non-stop chatter from a sleepy voice, that pretty much translates what the ad is already saying. Now if my newspaper has to play the role of a radio in my life (eeeeks!), the least it must do is to entertain me.

3) For a luxury sedan, isn’t The Times of India, a mass paper, a waste of the ad rupee? Wouldn’t this gimmick have been more suitable for, say, The Economic Times? Or one of those many auto mags?

Read the full article: Gaddi badnaam hui

Also read: ‘Talking’ ads in The Hindu and The Times of India

‘Talking’ ads in The Hindu and The Times of India

21 September 2010

Two leading Indian newspapers—The Hindu and The Times of India—have notched up a global first of sorts by carrying a “talking advertisement” two days in a row.

The pathbreaking ad, which first featured in the Madras edition of yesterday’s Hindu, now finds space in today’s ToI in its Bangalore, Bombay, Poona and Delhi markets.

***

Today’s 36-page edition of ToI (Delhi market) is split into two sections: a 26-page news section, and a 10-page wraparound.

The opening page of the wraparound carries this announcement:

The Times of India and Volkswagen have created four pages of content as part of a special media innovation. Don’t miss reading and listening to this ‘speaking newspaper’.”

On the last page of the wraparound is a full-page Volkswagen ad for its new model Vento.

As the page is opened a light-sensitive speaker—yes, a light-sensitive speaker— weighing no more than a mere 10-15 grams and stuck on the extreme left panel in the advertisement (above), belts out the line in a loop:

“Best in class German engineering is here. The new Volkswagen Vento. Built with great care and highly innovative features. Perhaps that’s why it breaks the hearts of our engineers to watch it drive away.

“The new Volkswagen Vento.  Crafted with so much passion, it’s hard to let it go.

“Volkswagen. Das Auto.”

The same Volkswagen ad runs in other papers without the audio.

This is the second Volkswagen innovation in ToI after the German auto major “road-blocked” all advertisers in November 2009 by running 12 pages of  Volkswagen ads on its pages.

Talking advertisements have been done before. Even moving advertisements.  (Esquire magazine created a moving cover to mark its 75th anniversary in September 2008.)

However, this must be the first time daily newspapers of the size and reach of ToI and Hindu have done it at a time when American newspapers like the New York Times and Washington Post are just about coming to terms with the reality of advertisements on the front page.

(This story which initially mentioned only ToI has been updated following tipoffs from alert readers, reflected in the first two comments)

Also read: Anything ToI does, the competition can do worse

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