When the entire humanity battles the deadly coronavirus, news channels also seem to be at war to capture more eyeballs with their relentless coverage on every aspect of the pandemic and its impact on people.
Amid all this, there was a light moment of banter between two English news channels, Republic TV and India Today TV, as the later launched a mocking and humorous video campaign.
It all began with a BestMediaInfo’s headline “India Today TV becomes most-watched English news channel in megacities in Week 13” last week that was countered by Republic TV with its “For the record” series of tweets.
Make no mistake. No one was lying. India Today TV cracked megacities market’s core TG (NCCS 22+ Male AB) which has been taken into consideration for media buying by the brands and agencies for several years. On the other hand, Republic TV continues to lead all-India markets.
Every tweet claiming leadership by India Today TV’s top anchors was countered by a number of tweets by followers of Republic TV.
Cut to the latest week: Week 14. India Today TV ran a communication on its channel and Twitter handle establishing its leadership among TG “where IT matters”. The channel claimed it was number one in megacities among NCCS 15+ Male between Week 12-14.
Then Republic released eight tweets under “For the record” series taunting its competition and wrote:
FOR THE RECORD PART 8: Republic requests SMALLER channels not to fudge numbers when BARC official data is available publicly. https://t.co/I0TtB2v86h— Republic (@republic) April 16, 2020
India Today TV then took this opportunity to create a light-hearted engaging video campaign against Republic TV followed by a couple of still creatives. It will be interesting to see what other creative arsenal the channel has for Republic.