Colors Golden Petals Club: Using activation to create brand loyalists

Colors Marketing

India's leading TV channel Colors was able to connect with and drive loyalty among its audience through an exclusive club that targeted women through a range of engaging activities.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Market MenCountry: IndiaIndustries: Media & publishing: TV channelsMedia channels: Events & experientialBudget: 500k - 1 million

Executive summary

As part of India's US$20bn media and entertainment sector (expected to grow at a compound annual growth rate of 13.9%), Colors has emerged as one of the leading television channels in the Hindi GEC (general entertainment channel) space. Audiences connect to the Colors channel's characters, but not to the channel. Colors decided to change this and create...

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