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
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
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