I reflected on a Nikoo Homes print ad that appeared on 2026-10-16, the day after an opinion piece in the Times of India editorial page.
Print ads referring to news items are not new.
But a print ad referring to an opinion piece is!
The ad was published on 2026-10-16.
One plausible pathway is a rapid reaction, with the ad created in under 12+ hours.
Sujit clarified that Nikoo did not reach out to him before releasing the ad.
I think this was mighty irresponsible on their part.