India Inc. at Digital Inspiration

Colors adopts novel marketing strategies to become channel leader

Posted: 22 Jul 2008 10:37 PM CDT

New channel, Colors launched by Viacom18 has already created a stir among the Hindi GEC owing to its a little off line programming list.

In its latest initiative to become the market leader, Colors is undertaking innovative promotions targeting Hindi speaking audience in 90 Indian cities.

To begin with, it has used all media such as TV, radio, print, websites, mobiles, movie theaters and outdoor for promoting the channel. It has placed 1300 hoardings and launched road shows across the country.

For a more concentrated campaign, 3000 taxis in Mumbai and 2000 auto rickshaws in small towns along with local trains and school buses have been painted with Colors brand. Even the efficient dabba service in Mumbai is used to disburse the channel message.

Along with this 65000 ad spots are booked on TV while 15 million SMS have been send across all telecom operators.

Coming to specific corporate marketing activties, at Big Bazaar stores, helpers and counter-guys are wearing Colors T-shirts and giving out information about the channel. In McDonald’s, the Colors brand is present on the menu while Fear Factor Khataron Ke Khiladi merchandise is available at Pantaloons and McDonalds.

For program specific advertising, Colors has tied up with ISKCON for promoting its mythological show Jai Sri Krishna at all ISKCON temples. Also, 1000 temples across Hindi speaking states are being used to promote the show by putting banners on banner stalls and giving Krishna merchandise, literature and calendars.

For the show Mohe Rang De, Colors has chosen Punjab and Delhi to organise street plays as these plays were the maximum witness to freedom struggle.

The marketing strategies seems to be quite aggressive and innovative but ultimately it would depend upon programming quality and show placement to establish its positiong in the Indian television space. source

Colors adopts novel marketing strategies to become channel leader - Digital Inspiration by Amit Agarwal