Colors: Rising Star Season 2 – Giving a life purpose to a talent reality show

Colors Marketing

The Colors TV channel in India took the success of its reality TV singing show Rising Star into a second season with a campaign to challenge social prejudice.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Midas Next, Hansa, Market MenCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Events & experiential, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

The first season of the reality TV singing show Rising Star became a hit with mass audiences in India. The challenge ahead for leading TV channel Colors was to repeat the success of the past year.

Was it the novelty of the concept that hooked audiences or is...

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