Colors: The Big Switch

Anushka Sen, Amit Singh, Sheshadri Ramachandran

Television channel Colors TV employed a behavioural targeting strategy using TV, radio, print and digital to successfully launch its romantic drama Shubharambh in India.

Campaign details

Brand: ColorsBrand owner: Viacom 18Agency: Madison MediaMarket: IndiaSector: TV channels, services, programmesMedia channels: Online display, Print - general, unspecified, Radio & audio, TelevisionBudget: Up to 500k

Executive summary

Grabbing eyeballs for a new show is never easy, especially in a country like India, where there are so many options for one's entertainment.

Colors TV was launching its new show Shubharambh (New Beginnings) in the very competitive 9pm timeslot. The channel not only had to retain the current slot viewers but...

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