With the launch date of July 21 fast approaching, Viacom18’s GEC Colors has increased its media activities to create the right buzz. The channel has lined up an aggressive marketing strategy to support its ‘disruptive and differentiated’ content line-up. Throwing more light on this is Rameet Arora, Marketing Head, Colors.
Arora said, “With Rajesh Kamat (GEC Head) stressing on the differentiated content from day one, coupled with the disruptive scheduling, it is now the philosophy ingrained in us of creating a different strategy altogether for the channel and its shows.”
Colors’ strategy is built on a heavy mix of scale and innovation. According to Arora, the scale was very much evident on what was on television and across the mediums such as outdoor. As for innovation, it had been done keeping in mind the overall campaign’s flavour, which is again across conventional and non-conventional platforms.
When asked in what ways Colors’ marketing had gone over and above what was done by other players in the past, Arora replied, “Everybody uses conventional mediums, but using them in a different way and innovatively makes you unique and differentiating. So, the task has been to look different from other channels.”
So far, 65,000 TV spots have been acquired. In outdoor, over 1,000 hoardings are being displayed across the country. A print campaign is expected to break soon.
A special promotion for the channel’s driver show, ‘Fear Factor - Khatron Ke Khiladi’, starts on Saturday, July 19, 2008 at McDonald’s outlets across six cities. This is expected to attract family eyeballs just two days prior to the launch.
Colors has also roped in Mumbai’s taxi service to promote the series featuring actor Akshay Kumar. The initiative sees the ubiquitous black and yellow taxis being painted with a yellow line of fear title ‘Fear Factor’ and involves nearly 3,000 taxis. The channel has also tied up with electronics dealers Vijay Sales, wherein the channel would be showcased on all the TV sets displayed across their showrooms.
Retail outlets Big Bazaar and Pantaloons have also been involved in the promotion activities, wherein the cash-counter crew would wear the channel’s branded T-shirts.
A huge campaign has also been planned for another show, ‘Mohe Rang De’. This involves street theatre to create awareness for both the show and the channel. Road shows have been done for another property, ‘Jai Shri Krishna’, wherein special screenings were done in 90 cities across India.
“An interesting mix of innovation has been done keeping in mind the flavour of the new channel by differentiated execution, while the scale of promotions has been the foundation of the campaign. Content is definitely the most important driver for a channel, thus the focus is on marketing to make it sure that the audience are attracted,” Arora pointed out.
He further said, “In any kind of industry, when you have the product and you are there as a market player, one has to make it sure that the people know about the product. They then gradually sample it, experience it, and so consistently know what to expect out of it. Following the same route, we want our audience and TG to know, sample and expect something good and different out of our new channel.”
Colors is currently in the pre-launch phase. Arora added that talks were on with DTH players, however, no decision had been taken yet.
The programming line-up of Colors includes fiction-based social family dramas, chat shows, action reality shows, and blockbuster Hindi movies. From Monday to Friday the family dramas include ‘Rahe Tera Ashirwaad’ (at 7 pm), ‘Bandhan Saat Janmon Ka’ (at 7:30 pm), ‘Balika Vadhu-Kacchi Umar Ke Pakke Rishte’ (at 8 pm), ‘Jai Shri Krishna’ (at 8:30 pm); from Monday to Thursday, ‘Jeevan Saathi’ (at 9 pm) and ‘Mohe Rang De’ (at 9:30 pm). Reality show will air Monday to Thursday at 10 pm, while another reality show ‘Sajid’s Superstars’ would be aired on Saturdays at 10 pm. The blockbuster movies would be aired on Sundays, 4 pm onwards.
Viacom18’s Hindi GEC ‘Colors’ all set to debut on July 21
Colors gets the adrenalin rushing with new promo for ‘Fear Factor - Khatron Ke Khiladi’