Debrief: Didn’t smell the coffee (but loved the innovation)!

23 Feb,2012

By Anil Thakraney


So, after ‘singing’ newspapers, we have smelly newspapers. (God knows what awaits us next… perhaps farting newspapers.) Last Sunday, makers of Bru Gold executed a sensational media innovation in the TOI. The cover page was made to smell of coffee beans. So that readers could experience the fragrance of Bru Gold.


To be very honest, I had no idea and only heard about this innovation from reports in the media. Because when I lifted that particular edition, which was soon after the municipal elections in Mumbai, I could only smell rats inside the newspaper, if you know what I mean. But I did not smell the coffee. To give the advertiser the benefit of the doubt here, I must declare that I don’t drink coffee, so maybe that’s why the aroma eluded me.


Therefore I shall do my evaluation purely on the presumption that most readers were able to smell it. If that is the case, it’s a kick-ass innovation and needs to be applauded. Must have taken a lot of preparation and perseverance to make it happen, and one must appreciate that. I also approve of the innovation because unlike Volkswagen’s musical newspaper (a really corny idea) this one was non-intrusive and silent. So, good work guys, and I will be generous with my rating.


However, that still doesn’t change the fact that I only smelled rats in the newspaper that morning.


Rating: (On a scale of 1 to 5): 4. Super media innovation. Should win a few trophies.


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2 responses to “Debrief: Didn’t smell the coffee (but loved the innovation)!”

  1. Puneet Kapoor says:

    I liked the creative. The same was nicely done as a result visually it was giving a feel of coffee beans on the paper. I didn’t feel the aroma of coffee beans as no hint of the same was there. As a consumer I feel it served to me as a good creative rather than an innovation which was the main idea.

  2. Ananda Puranik says:

    I was wondering why the coffee smell till I saw the ad after which I said WOW

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