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.
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