Arnab Goswami’s to Republic launched an OOH blitz last week as it gears up to hit TV screens later this month. The response from its competitor TV channels had been strangely muted until yesterday. However, on Monday, commuters in Delhi were surprised to see India Today hoardings next to Republic’s at certain locations in the capital. The hoardings proclaim that new prime time anchor Anjana Om Kashyap has “Reached and Waiting”, a clear dig at Goswami’s promise of, “With You Soon”.
The OOH ads of India Today are not only a tongue in cheek response to Republic but also served to introduce Kashyap who takes over from Karan Thapar as host of To The Point. India Today didn’t just stop there and instead followed it up with the following tweet:
As expected, the gutsy call by India Today, led to a flurry of tweets and reactions on social media and the hashtag was trending on Monday.
However, not everyone was impressed. An agency head, who did not wish to be named, said, “It is not fair to compare the new anchor with Arnab. Arnab has become a brand in himself. If India Today had promoted the show independently then maybe it would have gotten more views. I think India Today has shot itself in the foot here.”