Daily Archives: 1 April 2011

Masthead is no longer as sacred as it used to be

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