Today was no different a day. Woke up groggy eyed, with every intention in the world to get my bum back to bed. Still by habit, got to the newspaper and found myself drooping. The paper smelt of good soothing cologne.. maybe I can doze off on it...
What... Wait!
Since when has newspapers started smelling nicer than fresh paper pulp and ink?!
Transformed into a human blood hound, I sniffed the newspaper in wild abandon - not caring for my poked eye or the weird looks from my husband. It DID smell of babies, and of an oh-so-familiar baby powder that every baby, and many some ladies secretly indulge in.
And I wasn't the only one who thought they were loosing it!
As it turns out, the power of smell was conquering all editions of Times of India. Roughly 7 million or more would have had weird feeling towards their newspaper.
It opened up my eyes ( well, nose actually) to this different type of advertising. The advertising was targeted to a bodily sense. The sense of smell, and it is perhaps an innovation in it's own way. And obviously this is not the first time that ads have been engaging.
Times of India and The Hindu have been the forerunners in attracting "talking" advertising. In my college days as a Mass Comm student, it was thrilling to hold up this newspaper to hear that growling baritone male voice chip telling us about the new Volkswagen. Did that for a week until it died down.
Then in 2012 they felt liking doing it again and invited mockery by inserting a a mini-vibrator ( ahem) chip in the newspaper, asking : "Feel the shiver of excitement?". Well they sure created a vibe in the social media, where comments oozed on the lines of paper and sex.
Another automobile honcho, Nissan got all excited and thought, "Well, if Voxy can do stuff, so can we!" and they came up with "Discover notes on our pages". Even those enthu about ads were scratching their heads badly on this one. Bottom line, didn't connect.
It is yet to be seen how many like Johnson's will come with more strategies to seduce our senses. Thumbs up from my side of getting my nose busy and making me think about J & J all morning!
What... Wait!
Since when has newspapers started smelling nicer than fresh paper pulp and ink?!
Transformed into a human blood hound, I sniffed the newspaper in wild abandon - not caring for my poked eye or the weird looks from my husband. It DID smell of babies, and of an oh-so-familiar baby powder that every baby, and many some ladies secretly indulge in.
And I wasn't the only one who thought they were loosing it!
As it turns out, the power of smell was conquering all editions of Times of India. Roughly 7 million or more would have had weird feeling towards their newspaper.
It opened up my eyes ( well, nose actually) to this different type of advertising. The advertising was targeted to a bodily sense. The sense of smell, and it is perhaps an innovation in it's own way. And obviously this is not the first time that ads have been engaging.
Times of India and The Hindu have been the forerunners in attracting "talking" advertising. In my college days as a Mass Comm student, it was thrilling to hold up this newspaper to hear that growling baritone male voice chip telling us about the new Volkswagen. Did that for a week until it died down.
Then in 2012 they felt liking doing it again and invited mockery by inserting a a mini-vibrator ( ahem) chip in the newspaper, asking : "Feel the shiver of excitement?". Well they sure created a vibe in the social media, where comments oozed on the lines of paper and sex.
Another automobile honcho, Nissan got all excited and thought, "Well, if Voxy can do stuff, so can we!" and they came up with "Discover notes on our pages". Even those enthu about ads were scratching their heads badly on this one. Bottom line, didn't connect.
It is yet to be seen how many like Johnson's will come with more strategies to seduce our senses. Thumbs up from my side of getting my nose busy and making me think about J & J all morning!
Comments