I was in Mumbai over the weekend on official work. The biggest news of the previous day was all over the papers – Michael Jackson’s untimely demise.
As expected, it hogged the headlines everywhere nationally and internationally. Two newspapers though caught my attention for a different reason. Times of India and DNA had a Navi bar (strip ad) running below their masthead and above the headline. (This is one of the new premium positions apart from the Front page solus (FPS) that attracts a lot of eyeballs because of their clutter-less positions.)
The ad in question is of Nokia. I had blogged about them a couple of days ago on the good stuff that they had done with the battery fiasco.
Unfortunately, the ad tries to capitalise on a topical story with poor results for the following three reasons.
1. It tried to cash in on a emotional and tragic story
2. Though they did not advertise a product of theirs, the words in the headline clearly brought in the recall for their N series brands
3. The position of the ad above a editorial was too much to digest.
Unfortunately, you cannot blame Nokia alone for this. The culprits in this case are also the agency who suggested the idea, the media agency who bargained with the publication for space and also finally the two newspapers in question who greedily agreed to place this ad above the editorial thereby trying to link the tragic story with the ad!
Disgusting!
I recall the ad you are referring to. Although I didn't mind it, your feelings are justified.
ReplyDeleteA similar feeling was evoked in me by the new Intel Ad - your superstars & our superstars. Its so snobbish!
Dear Anonymous friend,
ReplyDeleteThanks for your feedback.
regards,
Amit
What really riles me is when I see the full front page of a newspaper sold out for money. Reminds of the first time it happened. Times of India of course, and IE ran a follow up calling it the demise of journalism. Apt.
ReplyDeleteThats why i guess its aptly named the 'times' of india. :)
ReplyDeleteAs an audience, I felt the opposite. You might not be entirely correct in saying that Nokia exploited the tragic story. The message they mentioned that "Michael, Your Music will Play On" is like giving a tribute to the Legend in a way. I am sure many fans would have felt the same way . . . You really have some intense feelings about the Nokia message Mate.
ReplyDelete