It is never a pretty sight when a giant wakes up after a nice, long slumber.
After snoring through the thinly veiled insinuations of The Times of India that it was a sleeping inducing newspaper, The Hindu has woken up with a jolt through three TV, super-aggressive commercials that are already airing on television channels in the South.
That’s the good news.
The bad news is that while the young and ignorant reader of The Times of India fed on the 5Fs—fun, frolic, froth, fashion, and fornication—-is clearly its target, The Hindu‘s TVCs seem like a direct assault on ads issued by The Times‘ competitor in Bombay, DNA, for its city supplement, After Hours, last year.
Worse, as longtime media watchers will remember, Stay Ahead Of The Times is a cliche as punchline which several of Times‘ competitors have used, including Hindustan Times in Delhi in the mid 1990s.
Also read: Good morning, it’s time to go back to bed