Top Story

e4m_logo.png

Home >> Advertising >> Article

BBH India creates new campaign for Channel V, rebrands it as 'The Shallowest Place on TV'

17-September-2016
Font Size   16
BBH India creates new campaign for Channel V, rebrands it as 'The Shallowest Place on TV'

BBH recently released its latest campaign for Channel V India. The campaign supersedes Channel V’s latest rebranding initiative to become a 24 hour all music channel.

To highlight the Channel’s distinctive proposition, BBH India came up with the risqué positioning – ‘Channel V The Shallowest Place on TV’.

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 shitty 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.”

Arvind Krishnan, Managing Director, BBH India added, “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. It will encompass TVCs, DTH and digital.

Credits

·         Agency – BBH

·         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

Film

·         Director – Piyush Raghani (Like Minded People)

·         DOP - Tanay Satam

·         Executive Producer - Ruchi Shah

You can watch the ad campaign here:

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...