Tag Archives: Naresh Fernandes

Will Britannia pay TOI for such ‘bad news’ in ads?*

Advertising innovations on the front pages of newspapers is a work in progress. Each morning turns up something new, something scarier, something educative—and we haven’t seen the end of the beginning. Yet.

Today’s Times of India is one such morning.

An “innovation” on the front page of the paper has gold biscuits floating happily all over the front page to promote a gold coin scheme for customers to mark the 125th anniversary of Britannia.

Advertisers usually like to be in a “happy ambience”, but even their deep pockets cannot control the flow of news.

Result: the biscuit major’s admirable desire to spread cheer and happiness in our lives by handing out “22-carat gold coins every hour for every 10 hours a day” ends up in places they wouldn’t want to be caught dead in.

In Delhi, the glad tidings pop out of a news item announcing Taliban revenge for the execution of Ajmal Kasab. In Bombay, it brings a smile on readers looking at a double murder (and a suicide that wasn’t). In Bangalore, good fortune smiles on MBA students going abegging. And in Calcutta, it fills up the pocket of a commando who hasn’t got his due.

Have a Good Day.

Hat-tip: Naresh Fernandes


* Offer valid till 31 December 2012. Good Day biscuits also available without this offer. Terms and conditions apply.


Also read: Selling the soul or sustaining the business?

Selling the soul or sustaining the business?—part II


Everybody’s changing the game these days

It is the title of a book by Ram Charan on innovation. In the US, Bloomberg has a weekly TV show by the same name. And everybody from the Congress general secretary Rahul Gandhi to  Madhya Pradesh chief minister Shivraj Singh Chauhan has begun spouting it in recent weeks.

Say hello to the “game changers”.

The business buzzword is in much demand in the media too. “Game changers” was the cover line to mark the seventh anniversary of Time Out Mumbai last fortnight. And “game-changers” is the cover line of the latest issue of India Today.

Also read: Since flattery is best expressed through imitation