Why Sunday Times Photos Upside Down in Today’s TOI: A Playful Start to the Day!

by Manish
Why Sunday Times Photos Upside Down In Today’s TOI

Readers of the Times of India were in for a surprise on December 24 when they opened the print edition and found that every photo on the front page was upside down. This unexpected twist was not a printing error but rather a creative collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker, promising to turn reading the Sunday Times into an “Ulta Pulta” experience. In this article, we’ll dive deeper into this intriguing incident and uncover the story behind it.

A Playful Start to the Day

Imagine starting your Sunday morning routine by flipping open the Times of India’s front page and being greeted with upside-down photos. It’s an attention-grabbing move that immediately jolts readers out of their morning slumber. Ogilvy’s clever invention plays with your perception, making you question if there was a printing mishap. But it goes beyond mere amusement.

As you turn the page, you’ll discover a visual narrative connecting everything. Beneath a picture of a man sleeping soundly amid a whirring printing press, you’ll find the headline, “Neend mein hogaya na ulta-pulta.” This wordplay not only entertains but also aligns perfectly with Colgate Maxfresh’s mission to rejuvenate and energize. Placing the toothpaste product alongside the tagline “Neend Bhagao Taazgi Jagao” reinforces the idea that those who embrace the unexpected will experience a refreshing burst of energy. With the help of its creative partners, Colgate Maxfresh has seamlessly transformed a simple print advertisement into an immersive and memorable experience, capturing attention in an artful way.

Unveiling the Mystery

Now, you might be wondering why the Times of India decided to feature these upside-down images. As it turns out, this unconventional approach was part of a Colgate marketing campaign. The Times of India clarified this by stating that the commercial nature of these images was evident from the very first page. They addressed the confusion by saying, “We’ve received numerous calls and letters from readers pointing out that some of the photos on the front page are upside down. Turning the page will reveal that this is part of an artistic advertisement, not a mistake or technical glitch.” So, it’s safe to say that this unique visual twist was a deliberate and creative choice.

In conclusion, the collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker has successfully turned a routine newspaper into a delightful and thought-provoking experience. It’s a testament to the power of creativity in advertising, as well as the willingness of readers to embrace something out of the ordinary. So, the next time you encounter an unexpected surprise in your morning paper, remember that it might just be a clever marketing ploy, designed to add a touch of freshness to your day.


  1. Why did the Times of India feature upside-down photos on its front page? The Times of India featured upside-down photos as part of a creative marketing campaign by Colgate Max Fresh to add an element of surprise and freshness to the reading experience.
  2. What was the inspiration behind the “Neend Bhagao Taazgi Jagao” tagline? The tagline aims to convey that those who embrace the unexpected will enjoy a burst of freshness and vitality, aligning with Colgate Maxfresh’s mission.
  3. Did readers initially mistake the upside-down photos for a printing error? Yes, many readers were initially surprised by the upside-down photos, but the Times of India clarified that it was part of an artistic advertisement on the very first page.
  4. How successful was the collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker? The collaboration was highly successful in turning a traditional print advertisement into an engaging and memorable experience, capturing readers’ attention and imagination.
  5. Will there be more such creative collaborations in the future? It’s possible that we’ll see more innovative collaborations in the future as advertisers continue to explore unique ways to engage their audience and leave a lasting impression. Stay tuned for more creative surprises!

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