Colors: Shakti – Busting entrenched social norms through content

Colors Marketing

TV channel Colors used a campaign in India to support the launch of programming focusing on the most misfortunate in society to challenge taboos.

Campaign details

Brand: ColorsBrand owner: Viacom18Lead agency: Leo Burnett OrchardContributing agencies: Midas Next, Market Men, HansaCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Cinema, Other & ambient media, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

In India, being born intersex is the biggest misfortune that can befall a person. Superstitions and prejudices make them feared and ostracised in society.

Considering the social stigma attached with the issue, India's leading TV channel Colors did the unthinkable – it ran the...

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