The Times of India’s front page caused quite a stir on December 24, with every photograph appearing to be mistakenly printed upside down. However, this unconventional display was no accident, but rather an innovative collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker. The ingenious concept was intended to make the Sunday Times reading experience, an “Ulta Pulta” one, courtesy of the well-known toothpaste brand.
Decoding the Upside-Down Images in Sunday Times
When you open the front page of the Times of India, the upside-down photos may urge you to stop and reconsider. All the headlines and articles are paired with inverted images, initially suggesting printing errors. This jarring visual effect, a brainchild of Ogilvy, is designed to rouse readers from their Sunday morning slumber. But there’s more to it. Flipping the page reveals a visual narrative that ties it all together. An image of a man sleeping peacefully in the midst of a buzzing printing press is accompanied by the headline “Neend mein hogaya na ulta-pulta”.
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The witty wordplay aligns perfectly with Colgate Maxfresh’s mission to invigorate and awaken. The product placement of the toothpaste after the tagline “Neend Bhagao Taazgi Jagao” reinforces the idea that those who choose to embrace the unexpected will experience a sudden burst of freshness. With the assistance of its creative collaborators, Colgate Maxfresh has skillfully transformed a simple print ad into an immersive and memorable experience, thus capturing attention in a unique way.
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The upside-down images in the newspaper were, in fact, part of a marketing campaign by Colgate. The Times of India clarified this on X, asserting that the advertisement was made very clear on the first page. The publishing company stated, “We’ve received numerous calls and letters from readers noticing that some of the images on the front page are upside down. Flipping the page will reveal that this is a creative advertisement, not a mistake or technical glitch.” Thank you for reading this article in its entirety, and please continue to visit our respected news site for more updates.
