MUMBAI: With an aim to redefine the English Entertainment genre in India, Viacom 18's Colors Infinity has already begun its test run exclusively on Tata Sky so as to give viewers a chance to sample the content.
What's more, eyeing a larger share of viewership, Colors Infinity has taken the route of premiere marketing to create substantial awareness amongst viewers.
It may be recalled that the announcement stage of the channel was led by its co-curators Karan Johar and Alia Bhatt, who have played an integral role in curating the line-up and the scheduling innovation.
On 27 July, the paid channel began running its test signals on Tata Sky. With its official launch slated for 31 July, the four days test runs of the Standard Definition (SD) and High Definition (HD) versions of the channel ensured that viewers could sample one episode of each of the eight shows that would be a part of the initial launch.
The idea was to add to the conversations and intrigue around the channel. Speaking exclusively to Indiantelevision.com Viacom 18 English Entertainment head and EVP Ferzad Palia says, “The response for the same has been completely overwhelming with people writing in about Colors Infinity being their favorite channel.”
Palia further adds, “The ethos of the campaign is built around the promise of redefining English entertainment in India and taking it toward a new horizon. All our communication as well as the much appreciated TVC stems out of this idea.”
After the Broadcast Audience Research Council (BARC), India rollout and following the phase one and two of digitization, the English Entertainment channels genre is expected to enhance its market share and go beyond the conventional eight metros. Keeping this in mind, Viacom 18 is planning to run a marketing campaign in 25 cities across the length and breadth of the country.
Buoyed by the response the network garnered from the marketing initiatives, Palia says, “We have received a fantastic and encouraging response on the launch and the surround sound from all over. Digital that gives instantaneous feedback has been buzzing. Our social and digital media assets have been highly active with the Colors Infinity hashtag regularly trending across platforms like Twitter.”
According to Palia, the channel has garnered positive response from tier II cities as well. "This clearly goes on to show the willingness and interest that people have in consuming English entertainment content. It reinforces our endeavour of ensuring that Colors Infinity is an inclusive brand that reaches audiences across India,” he opines.
Since a vast majority of the English content consumers are widely present across digital platforms, the medium plays a vital role in creating word of mouth and generating awareness. “Digital is a very integral part of our media mix and has been an imperative part of our communications plan in all its phases of announcement, pre-launch as well as launch. It is hence that we launched our campaign on digital itself. We have already reached out to about five million people only through the Facebook page since it has become active. The TVC with Karan and Alia has been at the center of conversations garnering around one million views,” informs Palia
The channel created city specific campaigns, giving different weightage to different mediums. So while in certain cities outdoor emerged as the lead medium, in others print took the lead with digital and radio cutting across all markets. “For instance, Mumbai will see extensive outdoor while in Delhi the focus will be on print. We have many innovations that will come alive across multiple audience touch points like malls, cinema halls and through BTL consumer initiatives,” informs Palia.
The special marketing innovations include:
* A toll free number has been activated where viewers in trouble Better Call Saul on 1800 4195 500 for tongue-in-cheek legal solutions to life’s problems from Saul Goodman, the protagonist of the multiple Emmy nominated show.
* Godrej Nature’s Basket will be seen promoting My Kitchen Rules with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets.
* To further build "Infinity" the channel has planned a Colors Infinity Food Festival with unlimited offers at 22 premium establishments across India like Hard Rock Café, Shiro’s, California Pizza Kitchen, The Big Kahuna and more.
All the marketing alliances and partnerships have been facilitated by the internal team of Colors. While the on-air campaign was done by the internal team, the off-air campaign communication was curated by Colors’ creative agency Scarecrow.
“The entire team has delivered a mesmeric campaign that has brand resonance and recall,” concludes Palia.
