BBH India showcases why Channel V is the ‘shallowest place on TV’
BBH India has rolled out its latest campaign for Channel V India. The campaign supersedes Channel V’s latest rebranding initiative to become a 24-hour all music channel, with curated content that not only sounds good but also looks good. Delivering an unparalleled visual experience is Channel V’s sole focus point. Hence, the programming has been designed to ensure only good looking music videos with minimal graphics make it to viewers’ screens.
To highlight the Channel’s distinctive proposition, BBH India came up with the risqué positioning – ‘Channel V. The Shallowest Place on TV’. This, coupled with zany visuals, makes for a never-seen-before laugh riot.
Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said, “Channel V said they were going back to their fairly irreverent roots. They were going back to being a music channel, but a music channel with a point of view. They would only play great looking videos. Have a great song but a sh***y video? So sorry, try the next channel please. We all thought that was such a refreshing thing to say. The creative team – Sapna and Yohan – pushed that promise a little laterally and came up with ‘The shallowest place on TV’. That is such a rich, extendable thought and now we only had one more thing to do; have a blast cracking ideas. We wanted people to say damn, did they just say that? There aren’t many brands in the world that can do that, but Channel V can.”
As for Channel V’s reaction to this positioning, Barrett said, “They jumped out of their seats. Not in disbelief, but in excitement.”
When asked about how BBH came up with this creative ideation, he quipped, “Like how we come up with most ideas – by mistake!”
Arvind Krishnan, Managing Director, BBH India, added here, “Good music that looks good is a great proposition. Add a touch of irreverence to that and you get the shallowest place on TV. We had great fun collaborating with the folks at Channel V. The work is a reflection of that fun we had.”
With Indian youth being the main target, the launch marketing campaign will include a 360-degree approach, encompassing TVCs, DTH and digital.
Watch the TVCs:
Client: Channel V
Creative agency: BBH India
CCO and Managing Partner: Russell Barrett
Managing Director: Arvind Krishnan
Creative Director: Sapna Ahluwalia
Copywriters: Yohan Daver, Sean De Jervis Sequeira
Art Directors: Sapna Ahluwalia, Rebecca Daniel
Head of Production: Khvafar Vakharia
Executive Producer: Reema Asrani
Sr. Business Partner: Rajat Pandey
Business Partner: Nabanita Chatterjee
Director: Piyush Raghani (Like Minded People)
DOP: Tanay Satam
Executive Producer: Ruchi Shah