Colors, the Hindi GEC from Viacom 18 which had been scouting for a creative agency, has appointed Orchard Advertising to handle its creative duties. Sources close to the development have confirmed this. According to them, the account size is in the region of Rs 25-30 crore. Rediffusion Y&R is the incumbent agency, which had handled the business for a brief period of three months. It is learnt that TME continues to handle the media duties.
Colors did not call for a formal pitch and sources said that Orchard probably got the business purely because of its success rate in handling new brands and launching them in the market. This includes the successful campaign for Air Deccan, where Orchard played the central role in establishing the low-cost airline brand, which was then a new concept in India. The agency had created the memorable TVC of ‘Old Man and the Sky’, which went on to win several accolades.
Orchard has also worked on the launch of Subhiksha chain of stores, which, too, is a fairly successful brand. It also did memorable work for the launch of Manhattan Credit Card, and of course, Orchard was established as Leo Burnett’s second agency to launch Toyota Qualis in India.
As for Colors, the channel is a case study in itself as in a very short span it has disrupted the numbers game among the Hindi GECs. The channel did a fairly successful advertising campaign with Rediffusion on board and has managed to establish the brand with the right content. It is learnt that now the channel is looking at establishing itself as the number one among Hindi GECs through disruptive programming, which its communication would convey.