Colors: Karmaphaldata Shani – Using content to bust myths about mythology

Colors Marketing

Leading Indian TV channel Colors used a campaign across multiple touchpoints to change people's fearful perceptions about an Indian god-to-be, the key character for a new TV show in the popular mythology genre.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Hansa, Market Men, Midas NextCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Events & experiential, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Social mediaBudget: 500k - 1 million

Executive summary

Mythology is of great importance in Indian culture; hence most General Entertainment Channels (GECs) have a number of shows based on mythological characters.

The Colors TV channel decided to launch a show about Shani, a feared figure in Indian mythology. To top that,...

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