Now that digital media has become one of the major means of communication, there is no question of digital newspapers lagging far behind. Firstpost looks to have taken the initiative to circulate the same to everyone. The first look on the TVC and you wonder it has to be one of those environmental messages being broadcasted about deforestation and its outcomes but very soon they decide to shift your focus to paper mills ( paper is produced from wood, remember? ) followed by a printing press. However, condemning print newspapers is not their sole strategy to promote the latest means of news. As, it is immediately followed by a sequence where they demand you to switch to their site in order to get the latest news immediately rather than being a day late. How effective and how creative? Yet to see that.
Their strategy is clear from the ad. Remind them how environmentally fatal is deforestation to us and our mother earth. Then, lure them to come to their site and say goodbye to their hawkers. The particular of idea of introducing an environmental aspect into the marketing of a product/service looks fresh. However, there is no shortage of awareness campaigns and advertisements bringing the social and environmental issues of concern into notice. So, maybe they have assumed public to be a tad more gullible than they really are. As far as the attempt to demote their print counterparts is concerned, I think the big players in print journalism have all got their digital version up there on web. So, their 'Read today's news today' tagline is not the most promising one out there.
Admirable, of course was the fresh concept and the mere fact that they stepped up to promote online news reading in a country where internet users are prophesied to be the third highest in the world by 2013 but the morning cup of tea refuses to gulp down without a newspaper in hand. Still, I don't see them making a strong enough statement, given that branding in print journalism is majorly dependent on the content quality offered. Although, I would like to give them some extra points to them for the catchy jingle played in the background.
RATING - 7/10
Their strategy is clear from the ad. Remind them how environmentally fatal is deforestation to us and our mother earth. Then, lure them to come to their site and say goodbye to their hawkers. The particular of idea of introducing an environmental aspect into the marketing of a product/service looks fresh. However, there is no shortage of awareness campaigns and advertisements bringing the social and environmental issues of concern into notice. So, maybe they have assumed public to be a tad more gullible than they really are. As far as the attempt to demote their print counterparts is concerned, I think the big players in print journalism have all got their digital version up there on web. So, their 'Read today's news today' tagline is not the most promising one out there.
Admirable, of course was the fresh concept and the mere fact that they stepped up to promote online news reading in a country where internet users are prophesied to be the third highest in the world by 2013 but the morning cup of tea refuses to gulp down without a newspaper in hand. Still, I don't see them making a strong enough statement, given that branding in print journalism is majorly dependent on the content quality offered. Although, I would like to give them some extra points to them for the catchy jingle played in the background.
RATING - 7/10
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