We want viewers to become aware, get intrigued and tune in: Ferzad Palia

Colors Infinity can be sampled free as of now – however it would be a pay channel, when it is launched full-fledged on July 31. With a brand promise of a new horizon in English Entertainment, the channel is looking at creating a differentiator from the day one. Brands partnering the channel’s launch include L’Oréal Paris, Renault, Integriti and Grey Goose.

The about to be launched channel is running high decibel ad campaign pivoting around a high voltage TV commercial being shown on Viacom 18 network and other partner channels. It is supported by print, radio and outdoor advertising in select markets.  The channel already had more than 100 thousand fans o Facebook.

The key differentiator, however, is consumer engagement exercise the channel has undertaken. Colors Infinity has got into more than 600 brand partnerships for the same, among them Café Coffee Day, Baskin Robbins, Crossword, Godrej Nature’s Basket, Gold’s Gym, Uber and many more.

Talking exclusively to Adgully.com on the reasons behind first of its kind consumer engagement activity being undertaken by a television channel, Ferzad Palia, EVP and Head – English Entertainment, Viacom18 states, “Our endeavour has been to ensure that we gain maximum amplification for the launch so that our viewers become aware, get intrigued and tune into the channel. We have thus gone the full mile with an integrated marketing campaign that cuts across markets. We believe that while ATL communication is imperative in building awareness and perception, on-ground engagement with our viewers converts this into action through immersive brand experiences.”

While most English entertainment, information and movie channels are largely metro-centric in its marketing activity, Colors Infinity has taken its marketing campaign wider. Palia says, “COLORS INFINITY is going to be very inclusive. Our endeavour is to break the English barrier reach out to a larger audience because we strongly believe that there are many English speaking and understanding viewers beyond metros who need to be introduced to such content.”

The channel claims to have thoroughly done its homework to ensure that its BTL marketing activity catches the pulse of the dynamic set of audiences it is catering to. Activations across each partner would vary from one to three months ensuring that the launch received maximum reach. As for how the partner selection process was undertaken, Palia explains, “The partners we have chosen are after extensive research and mapping the lives of our core audience. Brand synergies, reach and openness to innovate are the key parameters taken into account while selecting partners. They are an important part of our effort in reaching our audiences and we have thus partnered with the best, ensuring highest standard of delivery and efficiency.”

The partners selected are a mix of premium and mid segment brands. The intent is to broaden the user base and break the myth that English channels only cater to a specific upmarket target group. Giving the example of Café Coffee Day, Palia explains, “Our intent is to reach out to a much wider audience through inclusive campaigns that will give us maximum visibility and reach. CCD that has mass appeal and widespread reach is one such reach driver for the campaign with activations in 300 CCDs across India.”

With a view to engage the youth, the channel would undertake activation in over 100 colleges in six markets.

Another interesting activity lined up is ‘Colors Infinity’ Food Festival at close to two dozen premium food joints across India like Hard Rock Café, Shiro’s, California Pizza Kitchen and The Big Kahuna.

Four ‘P’s have been well taken care of by the channel. Marketing activity from the neat commercial featuring Alia Bhatt and Karan Johar to various engagement exercises being undertaken are capturing attention.  Wait is almost over, just a day to go.

zeba@adgully.com

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