As Arnab Goswami announced on Thursday night that there were just hours to go for the much-awaited launch of Republic Bharat- the Hindi news channel of ARG Outlier Media - Asianet News Service- the buzz for the channel across audiences, industry and the country has been unprecedented.
The country’s Number 1 English news channel Republic TV has centered its massive launch campaign for its upcoming Hindi channel Republic Bharat around the theme of nationalism with the line “Rastra Ke Naam”.
Slated not just to shake up the stagnant and fatigued Hindi news cycle, Arnab Goswami and his team have taken the pledge to bring their style of hard-hitting news, deep investigation, impact-driven and people-focused journalism to the millions of Hindi-speakers across India.
Bringing news back to Hindi news television, Republic Bharat is a movement to fight for real causes, real issues, and real people from across the country.
Republic Bharat’s exhaustive outdoor promotion spans over 700 hoardings spread across 53 cities in major Hindi speaking states like Uttar Pradesh, Madhya Pradesh, Maharashtra, Gujarat, Delhi/NCR, Rajasthan, Chhattisgarh, Chandigarh, Punjab, Himachal Pradesh, Haryana, Jharkhand, Bihar, West Bengal and Odisha.
Packing in an impressive display of the most credible and experienced faces and journalists in the Hindi news industry, the theme across the four creatives in the outdoor campaign is consistent with the brand slogan of “Rashtra Ke Naam”.
In amongst the most aggressive TV campaigns for the launch of a channel, Republic Bharat’s launch campaign will reach out to a whopping150 million viewers of the HSM market.
To amplify the buzz and magnify the anticipation, the channel has partnered with the Star Network to promote the launch across languages and channels. The deep partnership with the Star Network has ensured that the buzz for Republic Bharat tides into the large Hindi entertainment audiences of Star Bharat, Star Utsav, Star Utsav Movies, Star Pravah, Star Jalsha, Star Gold, Star Sports. The unique partnership has also ensured the penetration of the build-up for the channel has surged into other large FTA channels like Enterr10, Dangal, Bhojpuri Cinema and Fakt Marathi with FCT and many non-FCT elements to engage with the vibrant Hindi speaking audiences in the Hindi heartland which target both urban and rural audiences. In addition, Star Networks English channels have also been leveraged to drive the launch messaging.
True to its slogan of ‘Rashtra ke naam’ Republic Bharat has reached out to the masses through its radio campaign. A high frequency radio plan executed over a span of ten days with the largest radio networks across the country has ensured that the buzz around the launch is unmissable. Partnerships with radio networks Big FM and Radio City have ensured that the messaging of the brand reaches Hindi-audiences in 42 cities in the important states of Uttar Pradesh, Madhya Pradesh, Rajasthan, Bihar, Jharkhand, Punjab, Haryana, Delhi, Maharashtra and Jammu and Kashmir.
From the voices of India sending in their message of ‘Ab Hindi Ho Jaye’ to snippets of the behind the scenes of Republic Bharat which have been going viral on social media—the brand has aggressively used digital promotion to build up to its big launch.
With a unique digital campaign, Republic Bharat has already created a storm across digital platforms. The pre-launch campaign digitally has been the talking point for netizens and the brand has already garnered a whopping 1.1 Billion Impressions in just a 9 day span.
Leaving no viewer out of sight, Republic Bharat has used every method from traditional SMS’s to Whatsapp communication to drive its messaging. The mobile campaign alone has reached over 50 lakh viewers directly from the Hindi speaking audiences.
For a brand that has driven conversations on news on social media, Republic Bharat has set social media on fire with its diversified pre-launch campaign.
Adding a personal connect to the campaign, the brand launched its #ArnabKiDiary campaign which made viewers directly connect with Arnab Goswami on the journey of Republic Bharat.
Republic Bharat has created a massive impact on social media platforms with a back to back blast of over 73 videos of high production value that amassed a whopping 15.8 Million Video Views.
Republic TV created a day-by-day Twitter campaign and interacted with its Twitter audience to get over 3.2 Million engagements. From its #RashtraKeNaam campaign to its #RepublicBharatKeLog messaging, the daily social media campaign has built the tempo and anticipation for the biggest launch in Hindi news television.
#RepublicBharatKiTeam and #AbHindiHoJaye hashtags trended on Twitter for 2.5 and 1.5 hours respectively. Promoting its journalists and anchors, Republic Bharat’s #PoochtaHaiBharat campaign on social media which asked the questions on behalf of the people of India also trended nationally.
Giant publications like Amar Ujala and Dainik Jagran will lead Republic Bharat’s print promotion campaign and will directly target audiences across the country. A special target focus for the print campaign has been laid on mass Hindi-speaking audiences in key cities like Kanpur, Lucknow, Varanasi, Agra, Gorakhpur, Aligarh, Meerut, Bareilly, Moradabad, Dehradun, Haldwani, Patna, Bhagalpur, Ranchi, Dhanbad, Panipat, Delhi, Gurgaon, Noida and Siliguri to ensure that the news brand amasses maximum audiences from day 1.