Sayan Bhattacharya, 26, assistant editor, Kolkata: “I support The Hindu, but they have embarked upon a huge marketing strategy which may dilute their content. I don't support TOI as a recent article in the TOI said that their only target is the affluent class. I feel a newspaper is for the masses, not the classes.”

Kashif Ali, 29, media and advertising manager, Hyderabad: “It’s just more money in the bank for both the papers. One would imagine their energies would be better diverted towards relevant (a subjective term) news reportage and not in taking potshots at each other. I still under TOI doing it, after all, that’s a newspaper second only to the Deccan Chronicle when it comes to yellow journalism, but The Hindu alienating its filter coffee-drinking older lot for such shenanigans? Shameful.”

Dr. Manisha Ail, 27, doctor, Mumbai: “Everything is fair in love and war and media. IT’S COMPETITION. TOI started it. But the campaigns by Hindu have a kernel of truth. Real news cannot always be sensational. If I had to take sides about who would do hard news better, I would have to go with The Hindu, as I could answer all the last questions in all their three ads, and I subscribe to TOI. I'm a self-aware ignoramus. I like TOI for its entertainment value (read Bombay Times), and there’s no shame in admitting that.”

Saurabh Dabholkar, 26, MBA student, London: “I agree with The Hindu on the worsening trivialization of news, but have to question whether it is guilty of this itself. It is fun, however, to watch two behemoths slug it out, and I am definitely cheering for more from the sidelines. The best thing about this ad war may just be that the increased focus on content actually leads to better content in the future.”

Ajay Modi, 30, journalist, Delhi: “I am all for TOI as it has given a new choice to readers and a fresh lease of life to a stagnating market.”

Mayuresh Dhavale, 25, management consultant, Mumbai: “It reminds of the ad war that started in Western countries between BMW and Audi a couple of years back where we could see billboards all over demeaning one another. I basically strongly support the ideology of this entire ad war. It’s really refreshing to see some intelligent and funny commercials being aired on TV rather than some of the idiotic telecom commercials like those from Idea and Docomo. The beneficiary out of this war is the common man who, even though he may not be a reading freak will try to read either or both of the newspapers out of sheer excitement. We need this kind of intelligent marketing in the 21st century.”

Chandra Kiran, 31, communications manager, Hyderabad: “Personally, I loved the way the Hindu ad campaign went on. It was very witty and interesting. It looks like The Hindu is going to give tough competition to TOI.”

Meenakshi Gautam, 21, bank analyst, Jaipur: “The Hindu is, by any chance, the most obvious choice, it being the only daily with the perfect balance of news from all genres be it politics, art, culture, sports or heritage. Undoubtedly leaves behind those which bank upon glamour and advertisements to catch hold of the readers. The need of the hour is quality along with substance, which The Hindu delivers at the best.”

Saloni Antony, 23, content writer, Hyderabad:
“I just love the Hindu ads. I think it's nice to see some healthy conflict for a change. The comebacks have been so subtle, and still got so much attention.”

Raghuram Ramchandran, 22, trainee journalist, Kozhikode: “I do not support either of the news papers ads. Media should be known by the content they bring out rather than their ads. Competition turning out to be brand wars is acceptable in consumer items and goods, but competition in media suggests a profit-making motive.”

Arka Baksi, 25, PhD student, Bangalore: “I would go with neither because I believe that what you want to read is entirely up to you. I really dislike how the whole tiff is now no longer subtle and kind of being dragged into the public. TOI started this horrible thread of ads which is why to me they are more to blame. But if I really had to take sides, I would probably go with The Hindu, even though there are times I want to read a bit of page 3.”

Pratik Tandale, 25, consultant, Mumbai: “With increase in the competition among multiple news agencies, it is not just critical to report the news. What has gained importance is who is faster and more accurate. News is also no longer a support and information sector and it has become influential in driving public decision making through marketing also. This gives even more importance to convey the superiority of one agency over another and for this, using an ad war campaign is completely justified.”