Colors: Mahakaali Bindi – The most innovative usage of a product

Colors Marketing

Colors TV, India's largest general entertainment channel, positioned Hindu goddess Mahakaali as a feminist icon in a show about her.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Midas Next, Hansa, Market MenCountry: IndiaIndustries: Media & publishing: TV channelsMedia channels: Social media, Television, Outdoor, out-of-homeBudget: 500k - 1 million

Executive summary

Colors TV, the largest general entertainment channel in India, was to launch a mythology show based on a goddess, Mahakaali, who is associated with destruction in Hindu mythology, and make it stand out to viewers from amongst many other mythology shows running on various channels. Also, it was to come in...

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