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Brand Study :COLORS TV


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COLORS is Viacom18s (a 50/50 joint ventureoperation in India between Viacom Inc.)flagship brandin the entertainment space in India. A combination ofemotions and variety, COLORS launched on 21stJuly 2008 and promised to offer an entire spectrum ofemotions to the viewers.

Launched-JULY2008

PARENT COMPANY INFORMATION:

Viacoms global reach includes approximately 145channels and 300 online properties in over 160countries and territories.


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Colors was the eleventh entrant into a market space thatwas already over-crowded and extremely competitive.

Not only that, the battle for leadership in this market, which

happened to be the Hindi general entertainment genre, thebiggest segment in terms of both the viewership share aswell as advertising revenue potential, on television hadalready been fought and won.

Success Story resulted within 18 months.

CompetitorsCompetitors

Sony

Star plus

Zee TV


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The team used a lot offrequency mediums to build reach.Channels innovating marketing campaigns :

These included:

a. Tying up with two and a half lakh dabbawals in Mumbai

wherein each dabba or tiffin-carrier was plastered with the logo

of the channel and its shows;

b. launching Khatron Ke Khiladi limited edition coffee in

association retail chain Barista Lavazza;

c. running live hoarding in 20 cities for three days to promote

another big-ticket show Bigg Boss. It was for the first time, atelevision channel had done such exciting campaigns for itself.


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Strengths

Is Viacom18s

First mover advantage

No.2, in its category

Programs aimed at social

issues Shows like-balika vadhu,

laddo, big boss, KKK.

Opportunities

Because of itsexperimentative nature andacceptability it can work onnewer ideas.

Youth ignorant section

Weaknesses

Too traditional

Stereotyping

Banking on key serials and not

experimenting further

Following footsteps of typical

TV

Internally becoming stagnant

Stale concept.

Threats

Its competitors are repositioningthemselves and giving a cut

throat competition..

New channels can come up with

variety and give tough

competition anytime.


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Create excitement for current viewers.

Those watching.pride of ownership..somethinggreat watching

Increase the excitement level of viewers) and retain

them.

Add value to the brand colors.Remove hesitance.


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Express colors of emotions through ideas

within the commercial.

Redefine Colors of Emotions.

Connect to the frequent and missed out TG.


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OOH ADS to add value to the brand.

Make it exciting for the refuting men.


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Role of AdvertisingRole of Advertising

Increase Top Of Mind Recall.

Reach maximum viewership.

To deliver the expected image of colors and

maintain the trust with the brand.


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Watch it and feel embarrassed to

acknowledge the fact that they actuallywatch it. Feel the shows are below their

level to do so


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PromisePromise JasbaatJasbaat keke rangrang

Of all our emotions.you are one of

them.

{Viewing option for complete{Viewing option for completeentertainment.!!}entertainment.!!}


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Launch of 2 newLaunch of 2 new programmesprogrammes..

A.A. College quiz show (weekends FriCollege quiz show (weekends Fri--Sun)Sun)

Inviting colleges at national level. Hosted by Ranbir Kapoor.

Bollywood quiz

Visual quiz

Media quiz General knowledge quiz

Career quiz

Spellathon


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BB. General entertainment (Mon. General entertainment (Mon--ThurThur))

Humor and fun filled family series.

Desired viewership from: metros, mini metros,

semi urban feel.


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PersonProfilePersonProfile

I am Mrs. Simrat Menon, 45 years of age, educated,

currently works as a teacher, loves entertainment,

appreciates culture. Has two kids- Full Nest-II.

Has evening time to indulge with television, looks

for shows that entertain as well hold values.

Akash Saxena, 19 years, delhite, presently

graduating, liberal in thought, hangs out with

friends, has his own belief system, watches lifestyle,

sports, entertainment shows. Possesses zero bearingfor routine soap operas.


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Current Belief and BehaviorCurrent Belief and Behavior

I would prefer watching TV with family as her kids

dont leave the remote. They dont like watching

what I like. Kids today have developed differenttaste for serials says Mrs. Menon.

I like watching Television . But I cant majorly

relate with a channel like Colors. It has nothingfor me. I want variety, says Akash.


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Desired Belief and BehaviorDesired Belief and Behavior

I am happy. Finally, it serves TV viewing for the

complete family. My kids no more saymom aap

Colors dekhte ho, because they also watch it. Now

we all watch TV together without fighting over theremote says Mrs. Menon.

colors now has something of my interest which is

entertaining yet knowledgeable. It has given me

choice for weekends!!! - akash saxena

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