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

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

Author | exchange4media News Service | Saturday, Sep 17,2016 7:39 AM

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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:

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