SaharaOne TV is going for an image makeover and the change commences from March 28, 2006 on the back of the TVS Cup with a new channel bug. After a week’s gap, the channel will unveil a completely new look. The phased change will be supported by a marketing campaign at every stage, finally leading to the launch of four new shows, beginning third week of April, 2006.
Purnendu Bose, COO, SaharaOne TV, believes that the change was required to celebrate SaharaOne’s contemporary programming, which reflected the nature of the new Indian woman. “Just like these women, the logo, and going forward, the look of the channel, is designed to be contemporary, flexible and continuously evolving,” said Bose.
Speaking specifically on the logo, he added, “I believe a logo cannot be a static. The existing logo has delivered what it was supposed to. But we have to bring freshness on the channel and hence there was a need to change.”
Bose further informed that the new logo had already been tested across five cities with SaharaOne’s TG in an in-house market research. “We have shown it to more than 2,000 women and we received a very positive response. When we asked them what they thought about SaharaOne, they replied, ‘SaharaOne is like Abhishek Bachchan, who is a star and can become a superstar’. The whole new look is a mixture of viewer feedback and top notch professionals at their best.”
SaharaOne Television’s new logo retains the company’s saffron and green stripes next to the company name Sahara. Feminine in nature, the new logo has been designed by Yellow Frog, a design outfit of Percept H, part of Percept Holdings Company. The channel has launched a teaser campaign across medium on-air and off air. The Singapore based Bruce Dunlop Associates (BDA) has designed the new on air look for the channel, while Bollywood music director Shantanu Moitra has composed the music for the new packaging.
Said Bose, “I am firm believer that every thing needs a build up. It is never one big, but thousands of small elements that are important. It is not doing good things, but how many good things you can do that matter. In a similar manner, we are creating the build up to the makeover through marketing support.”
He explained that the marketing campaign was well integrated with the changes, first flaunting the programming belief through creatives like “Saas bahu ka time khatam’, ‘Pati-Sautan ka time khatam’ and such liners forming the teaser, which would move on to the entire new channel by April 3, 2006. A contest, ‘Naya Rang Cricketer ke Sang’, has also been planned with these changes.
Following this, in the third week of April, the channel is set to launch four new shows over a period of three months. Bose emphasised that the channel would maintain its strategy of launching the shows one at a time, “as I said, I believe in build up!”
Even though he isn’t ready to divulge details yet, Bose categorically said that the mainstay shows ‘Woh Rehne Waali Mehlon Ki’, ‘Hare Kaanch Ki Chudiyan’ and ‘Kittu Sab Jaanti Hai’ stayed on the channel. The new shows will take over the slots that were taken by ‘Kohinoor’ and will be created when ‘Buniyaad’ goes off-air in May 2006.