Campaign India Team
Feb 11, 2010

Anant’s blog: Shame! Sorry, Aircel and Dentsu

I read The Times of India every morning and have done so for years.I’m extremely comfortable with the layout, the navigation.I know what comes where.And on Wednesday, I’m kind of jolted when I see a story on an ad campaign in the Times Nation pages. Advertising stories do not appear here, my memory of cumulative reading of the newspaper tells me.I stop. The headline says "Tiger ad a roaring success" and the sub head says that the campaign is "shaking up the common man".

Anant’s blog: Shame! Sorry, Aircel and Dentsu

I read The Times of India every morning and have done so for years.

I’m extremely comfortable with the layout, the navigation.

I know what comes where.

And on Wednesday, I’m kind of jolted when I see a story on an ad campaign in the Times Nation pages. Advertising stories do not appear here, my memory of cumulative reading of the newspaper tells me.

I stop. The headline says "Tiger ad a roaring success" and the sub head says that the campaign is "shaking up the common man".

And I think, wow, that’s one hell of a coup for Aircel and for Dentsu.

And I look at the photograph. Sharp, perfect image of a hoarding – but the Aircel logo is blurred completely. That’s odd. The rest of the image is brilliantly sharp.

And  I get a little uneasy.

And I go on to read the article which talks of the campaign in great detail, including excerpts of an interview with Ravi Singh of WWF.


No mention of Aircel, except in a reference that speaks of WWF’s partner in this communication (my words, not Times of India’s), a 'telecom company'.

No mention of Dentsu, the creators of the successful campaign.

Now I’m livid. The blurred logo is no accident, I start thinking. It’s photoshopped. No point having a sharp logo if you’re going to blur the name of Aircel in the article as well, I guess.

And I say to myself that I’m being my usual cynical self; perhaps the photographer couldn’t hang around opposite the hoarding till there was no traffic.

And I’m back to cynical when I ask a colleague to find a high-res image on the internet. He finds one in about three minutes.

And I’m livid when I go past the Times of India building on DN road and I see a bus shelter directly opposite the Old Lady of Bori Bunder and figure out a two-bit photographer could have got a hundred perfect shots in an hour.

That’s a shame.

Sorry, Aircel and Dentsu. This should not have happened.

Source:
Campaign India

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