News18 India launches bold newspaper ad campaign declaring three year dominance over Aaj Tak

In a dramatic and provocative step, News18 India has released a high impact commercial in The Economic Times, proclaiming its undisputed leadership in Hindi news television over the last three years. The campaign has a piercing message: "3 saal se gire, Aaj Tak nahi uthe," openly confronting competitor Aaj Tak for its ongoing decline in viewership.

The ad underscores News18 India’s consistent leadership, citing data from BARC that shows the channel leading with an impressive 7.88 crore AMA, ahead of Aaj Tak’s 7.35 crore AMA. (Metric: Avg. Weekly AMA | TG: NCCS All 15+ | Period: Wk 22’22-21’25 | Market: HSM).

The digital standing of the channel is impressive. Based on Playboard (May 2025) data, News18 India commands a whopping 3.4 billion YouTube views, well over three times Aaj Tak's 1.04 billion. The figures indicate growing people's trust and engagement, most notably in the digital-first context.

Attributing its success to effective journalism and incisive editorial thrust, News18 India owes its ascension to strong programming and a strong lineup of anchors such as Kishore Ajwani, Amish Devgan, Rubika Liyaquat, Prateek Trivedi, and Aman Chopra. The network's strong ground reporting and in-depth coverage of major national events have also reinforced its status as the most relied upon Hindi news source.

This bold campaign is not a statement, it is a proclamation of News18 India's stronghold over Hindi news audiences and its willingness to drive the agenda in a highly competitive media environment.  

Let’s go through several benefits of creative newspaper advertising:

More Noticeability and Impact:

Creative ads manifest eye-catching designs and formats that are unique and, hence, are more noticeable with a strong impression and high message retention.

More Engagement:

Engaging visuals and interactive elements, coupled with compelling stories, draw readers into the ad and encourage them to spend more time with the ad and do something about it.

Different from Competition:

Innovative and different advertising separates a brand from others and delivers a value different from others, thus strengthening brand identity.

Better Brand Perception:

These creative ads help communicate the messages of innovativeness and sophistication; hence, the brand's reputation and customer brand loyalty are enhanced.

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