As Arnab Goswami’s new venture Republic gets ready to go on air in a few weeks’ time or less, there is a primetime revamp happening across English news channels, and India Today Group played their cards in a manner which very few in the industry would have expected. Their answer to Arnab’s wild popularity and high-energy pre-launch branding isn’t to bring on board one of the usual suspects, but to capitalise on one of their own from the Hindi news channel Aaj Tak – Anjana Om Kashyap.
And ITG has announced this in style – by putting up a guerilla-marketing style hoarding just beside one of Republic’s. In the India Today banner, as you can see below, Anjana looks straight into the camera, with the tagline ‘Reached and Waiting’, a response to Arnab’s ‘With you soon.’
But Twitterati is finding India Today’s tagline off the mark.
Viewers are waiting for Arnab.
Anjana is waiting for viewers. pic.twitter.com/B1taIMJzxl
— Megh Roddur (@amarmeybela) May 1, 2017
Anjana trying to question someone and trying to become Arnab. Well, she'll fall flat. Watch fun.
— Sniper (@avarakai) May 2, 2017
Dear Anjana you are not the only one waiting, literally everyone is waiting for Arnab pic.twitter.com/eDQHZhHYIU
— TheFrustratedIndian (@FrustIndian) May 1, 2017
— Just say it (@JustSayIt2016) May 1, 2017
— Gabbbar (@GabbbarSingh) May 1, 2017
@hvgoenka Sorry sir! But no comparison of Arnab with Anjana. Arnab is far far better than Anjana.
— 9:41 A.A.I (@DaVinciFi) April 30, 2017