Yes The Hindu has been a fairly quiet brand for long. In line with its editorial superiority, the newspaper has always taken the higher ground. But I like the way its recent commercial and print ads say what they have to.
The campaign's biggest strength is that its completely believable. It is so true that TOI runs on nonsense. Its also true that a lot of us need our daily doze of nonsense. But you don't mess with The Hindu by calling it boring! At least when you are a TOI!
What could have been slightly better is the execution. In parts the TVC looks 'enacted'. A little more of the 'reality TV' touch would have made it better. But it does not fail concept-wise. The campaign speaks from the brand's position of strength - its editorial integrity.