Mumbai : Time has come for ETV brands to make way for the vibrant ”Colors”, as per Viacom18’s latest announcement, the footprint of brand ”Colors” will be expanded from Hindi GEC space to key regional markets. whereby, the regional channels under ETV brand such as ETV Marathi, ETV Gujarati, ETV Kannada, ETV Bangla and ETV Oriya will soon be renamed under ‘Colors’ identity.
The ETV general entertainment channels that will undergo the brand transition, have been pioneers in regional entertainment, mirroring the rich heritage and culture of each region, with differentiated and innovative programming. The rebranding of the regional GECs will augment the Colors franchise while facilitating higher resonance for the regional channels vis-a-vis competition.
Commenting on the Colors franchise expansion, Sudhanshu Vats, Group CEO Viacom18 said, “Through its unique shows and voice, Colors has become the preferred destination for differentiated storytelling in the Hindi mass entertainment channel space. In consonance with this approach to content, the new regional programming lineups have been evolved to suit the socio-cultural ethos of the respective regional markets. We will bring alive the rebranding of the regional general entertainment channel cluster through enhanced packaging and an integrated marketing approach.”
On the communication approach to socialise the rebranding, he indicated that the “revelation of the new brand identity of each of the five regional channels has been staggered across a period of two months starting 3rd March 2015.”
”It is scheduled to coincide with regional festivals that mark new beginnings. 360° marketing and communication campaigns encompassing TV, cinema, cable, on-ground, radio, outdoor as well as digital platforms, customised to individual regional markets, will amplify the change.” he added
Campaigns for each regional brand will leverage the distinct fervour of the corresponding state or region through region specific events and on-ground activations involving popular local influencers.
Each high-decibel campaign will run for approximately 4 – 5 weeks, beginning with Colors Marathi on 22nd March 2015. Coinciding with the Maharashtrian New Year – Gudi Padva, a high decibel event will unveil the new face of Colors Marathi.
Similar extravaganzas will also celebrate the unveiling of the new brand identities of Colors Oriya, Colors Bangla, Colors Gujarati, and Colors Kannada.
