Deccan Chronicle has been running a campaign in Bangalore, claiming that they are for Young Minds. And their interpretation of appealing to the young: skimpily clad women.
Forget the advertising for a minute. Let’s start with the product. I happened to glance at the Bangalore edition and could not find anything remotely youthful about it. The layout is archaic and the presentation no different from any other newspaper. A classic case of a mistaken belief that skin show is equal to being youthful.
The paper took out a pre-launch outdoor campaign, promising a Smrtr paper. Here too, with the use of SMS language, the message was, ‘Look ma, I am connecting with the youth’.
The Group’s ambitions are apparent – they’ve tried to taken on The Hindu in Chennai through a price war. They have now made an attempt at another two-brand (TOI and Deccan Herald) market. Tabloids like Bangalore Mirror and Mid-Day have also made an attempt at attracting a younger audience. They had the product format going for them – tabloid, spicier news and fun time-pass features. Nothing in what I cursorily saw in Deccan Chronicle stuck in my head as appealing to the youth.