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The Chennai-based English daily, The Hindu, has launched a campaign targeting the celebrity coverage by The Times of India, (TOI).

It is indeed- a reaction to the TOI's recent campaign for the Chennai market which asks readers to wake up and not fall asleep with the boring news they read- clearly targeted at the market leader The Hindu.

The latest campaign by The Hindu urges readers to 'Stay ahead of the times', emphasizing that there is more to a newspaper than celebrity-driven, sensation-seeking journalism. The ads ask readers to not fall prey to trivia, but rather embrace national and international issues that really matter.

The campaign has been conceptualised by Ogilvy India. A commercial, shot in vox-pop style asks general awareness questions like who is the vice-president of India, Father of Ram etc.but the moment a questions shoots about Aishwarya's baby – a boy or a girl? Pat comes the reply that she delivered to a girl.

Soon the second question follows to all 'Which paper do you read'? To which they reply The Times Of India (beep). The beep can't help because the video suggests that the people are more concerned about trivial and celebrity stuffs rather than paying heed towards more important news developments and current affairs.

The Hindu in the end proves that it is the paper which talks sense and moves ahead with the time. We aren’t the best person to judge who is right or wrong but can only say that the sensible paper has come up with a sensible reply. May the fittest survive.