Print Media is dead - Nope - It is alive and kicking - Next level Flipkart interactive Rubbable first page ad in THE HINDUSTAN TIMES

Print, they say, is dead. They snicker, "Who reads newspapers?" Reading is so boring, man. Everyone seems to be on the digital gravy train. Everything is online, including a country - Tuvalu. Tuvalu is furiously trying to become the first virtual online country. 

But popular beliefs, myths, and hearsay have no standing in real life. The Indian Newspaper Society (INS), the central organization of newspapers and periodicals in the country, said its member publications recorded an 11% rise in ad revenue for calendar 2023 at ₹16,472.40 crore, compared to ₹14,892.34 crore in 2022. 

Print is still a big draw, and its primary advantage is its credibility. Readers still believe in the printed word, and somewhere there is a grudging admiration for journalists and the editorial fairness and impartiality. Newspapers are still respected, and people working there are seen as part of a trained professional team. 

This is in stark contrast with the Wild West of social media, where anyone can be a digital creator. All one needs is a mobile phone. There is no training, qualifications, degrees, or communication skills needed, and best of all, no editing and censorship. One can do as one feels. The first page of a newspaper still has an irresistible appeal and still grabs instant attention. 

Headlines always make news, and they stay as headlines for a day, unlike digital media, where headlines can change in a matter of minutes. It was refreshing to see Flipkart and The Hindustan Times try out a new innovative print media advertising campaign. 

Last Sunday Hindustan Times newspaper readers woke up to an intriguing headline. The front page had a picture in which the milk was splashed liberally. The headline said, "Doodh ka Doodh aur Paani ka Paani Ho Jayega (meaning don't worry; everything will be as clear as clear water)”. 

The Advertisement also said, "Rub some water on the split milk and see what happens"! On rubbing or wiping the split milk with water or with a soft tissue, the message magically appeared: "Flipkart MINUTES—Everything in minutes, Toh Tension Mat lo. Khyunki Sab 10 minutes mey Replace ho jayeega (don't take tension; everything will be replaced within ten minutes)". 

The pitch was for the super-fast 10-minute delivery service from Flipkart. It was a wonderful attempt by all three parties: Flipkart, its advertising agency, and the Hindustan Times. They hit a bull's eye, garnered huge eyeballs and curiosity, and created a buzz on social media. It was a very innovative and creative interactive print advertisement that stays in the mind.