English Entertainment channel Comedy Central, has unveiled its new brand ethos. After three and a half years, the channel will now transform with a new positioning, namely ‘Your Happy Place’. The new messaging resonates with the feel and spirit of the channel. With a fresh take on its positioning, Comedy Central aims at expanding its viewers’ happiness quotient.
With ‘Your Happy Place’, the channel moves beyond laughing out loud towards their channel-of-choice for feel-good and humorous content. The new brand positioning resonates with today’s common lingo on what makes people happy.
Ferzad Palia, Executive Vice President and Business Head, English Entertainment, Viacom 18 said, “Since its launch, Comedy Central has been expressive and tongue-in-cheek while being irreverent and conversational. Now is the time to refresh our positioning to accurately reflect our programming and ideology, which is to be television’s premier destination where people find their #HappyPlace.”
The channel aims to bring a fresh take on its brand elements and content with this change. The new look showcases this positioning through the use of color palette, animation and an overall design package.
Comedy Central India has repositioned itself aiming to increase the engagement with viewers through a new line-up of shows starting September 10, including Younger, Betty White’s Off Their Rockers, Your Family or Mine and The Mindy Project Season 3.
The channel has rolled out a 360 degrees marketing plan with extensive campaigning on its digital and on-ground platforms. The campaign is being promoted on other network channels of Viacom 18 including Vh1, Colors Infinity and MTV.
As part of its consumer engagement, Comedy Central will run a month-long on-air contest known as “Comedy Central What’s Your Happy Place”. Viewers will stand a chance to win prizes every day by sending their answers via SMS.
The channel will further engage with its viewers through ‘Happy Quest’ treasure hunt in Mumbai, Delhi and Bengaluru. Through this pursuit of happiness, twelve winners would get an opportunity to win an all-expense paid trip to Thailand.
Comedy Central has also extended the concept of ‘Your Happy Place’ through on-ground partnership with various bars, salons and coffee shops. Venues such as Café Coffee Day, Gold’s Gym, Maroosh etc. will be converted into ‘Happy Places’.
The Happy Place proposition will be carried forward through the year with two award winning projects - LOL Club –a consumer engagement program which offers viewers discounts and freebies on happy experiences and Spread the Cheer 2 – a service initiative which helps give back to the society by bringing cheer to those in need.