Hindi general entertainment channel Colors turns one on July 21, 2009. The channel has taken the occasion to thank its viewers in making it one of the leading Hindi general entertainment channels in India today. For Colors, the competition is about Zee TV, Star Plus, and also NDTV Imagine and Sony Entertainment Television, in that order, but the completion of a year revolves only around its viewers.
The channel embarked on one of its largest on-ground marketing campaigns with ‘Shukriya India’, which had kicked off in the last week of June 2009. Colors has taken the stars of its various popular shows to 20 cities in India to meet the viewers, and has also been engaging in initiatives such as backing a school in each of these cities. This campaign has now gone on-air with a channel anthem, where the visuals have come from this visit of the stars across the various cities.
The two and a half minute long channel anthem, ‘Dekh Rang Yeh Mera Hai’, broke on-air on July 13, 2009. The celebrations are expected to continue till July 28, 2009. In the next few days, the channel will present a newer packaging as well, where the petals of the channel logo turn into a butterfly and bring some dynamism in the on-screen channel imagery.
Rajesh Kamat, CEO, Colors, is clear that this celebration is only about thanking the viewers who have helped bring the channel to the forefront of television in India. In a conversation with exchange4media, he said, “In the last one year, Colors has been delivering on the promise it has made to its viewers, and hence, the advertisers, and we want to thank our viewers, who have supported us in getting here.” He informed that from the mass ‘thank you’ messages, there would also be interstitials with specific messages, where the channel would be thanking various families for being Colors’ viewers.
For the channel’s Marketing Head, Rameet Arora, the celebration is an emotional occasion. Arora divulged that the on-ground interaction with the viewers was more than just an ordinary marketing activity. He observed, “People got emotional when we told them that we were not there to speak about a new show but only to thank them for watching the channel. This campaign made our relation with the viewers as direct as it gets. It is a paradigm shift in GEC marketing per se. It takes the game to platform marketing than just a new show marketing.”
While the on-air celebrations have only just begun, both channel representatives stated that the preparations for new properties like ‘100 %’ was already underway and that there was more that we would hear from the channel over the next three weeks.