Colors: Rising Star Season 1

Colors Marketing

Leading TV channel Colors in India launched reality TV singing competition Rising Star, which harnessed audience engagement and tech-enabled voting.

Campaign details

Brand: ColorsBrand owner: Viacom18 Lead agency: Leo Burnett OrchardCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Content marketing, Games & competitions, Mobile & apps, Online video, Social media Budget: Up to 500k

Executive summary

A sense of déjà vu prevailed as numerous reality TV singing shows crowded the Indian airwaves with barely any differentiators and next to zero innovation. Viewers were thirsty for a real game changer.

The Colors TV channel is synonymous with taking on new challenges, cutting through the clutter and bravely treading unchartered territories. Colors also took...

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