Channel V goes hatke, calls it the 'shallowest place on TV'

Conceptualised by BBH India, the campaign brings out the channel's positioning of being purely music- based, allowing only good looking videos with minimal graphics to target the youth

BestMediaInfo Bureau | Mumbai | September 15, 2016

Click on the Image to watch the TVC.

Channel V India has come out with a marketing campaign conceptualised by BBH India for its latest rebranding stint and turning it into a 24x7 music channel.

Delivering an unparalleled visual experience is Channel V's sole focus point. The programming has been designed to ensure that only good looking music videos with minimal graphics make it to the screens.

To highlight the channel's distinctive proposition, the agency came up with the risqué positioning – 'Channel V. The Shallowest Place on TV'. This coupled with zany visuals makes the ad film look humorous.

Russell Barrett

Russell Barrett, Managing Partner and Chief Creative Officer, BBH India, said, “Channel V said they were going back to their fairly irreverent roots of being a music channel, but with a point of view. They would only play great looking videos. Have a great song but a shitty video? Sorry try the next channel please. We all thought that was such a refreshing thing to say.”

Barett further said, “The creative team, Sapna and Yohan, pushed that promise a little laterally and came up with 'The shallowest place on TV'. That is such a rich, extendable thought and now we only had one more thing to do, have a blast cracking ideas. We wanted people to say damn, did they just say that? There aren't many brands in the world that can do that, but Channel V can.”

Arvind Krishnan

Arvind Krishnan, Managing Director, BBH India, commented, “Good music that looks good is a great proposition. Add a touch of irreverence to that and you get the shallowest place on TV. We had great fun collaborating with the folks at Channel V. The work is a reflection of the fun we had.”

With Indian youth being the main target, the launch marketing campaign will include a 360-degree approach encompassing TVCs, DTH and digital.

Both the campaigns are shot against existing music videos. The first one shows a popular Bollywood song 'Matargashti'. While the backdrops of the videos are changed to a gym, circus and a bathroom, the protagonist continues to dance on the song in the fore front. The background voice describes how Channel V's proposition is young and vibrant.

The second film shows a popular 'Rihanna' song. The song is tweaked a bit so as to match with Channel V's proposition of targeting the youth and not being shallow. A voiceover humorously describes the vibrancy of the channel, with no ticker and telemarketer on the screen all the while. The video is humorous and has an old man in tight underwear dancing on the Rihanna song alongside Monalisa's funny duplicate. Both the films end with a background voice saying 'Channel V. The shallowest place on TV'.

The TVC:

Matargashti

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Channel-V_BBH.jpg

Rihanna

http://www.hotstar.com/all-new-channel-v-promo/1000151220

Credits:

Agency: BBH

CCO and Managing Partner: Russell Barrett

Managing Director:  Arvind Krishnan

Creative Director: Sapna Ahluwalia

Copywriters: Yohan Daver, Sean De Jervis Sequeira

Art Directors: Sapna Ahluwalia, Rebecca Daniel

Head of Production: Khvafar Vakharia

Executive Producer: Reema Asrani

Sr. Business Partner: Rajat Pandey

Business Partner: Nabanita Chatterjee

Director: Piyush Raghani (Like Minded People)

DOP: Tanay Satam

Executive Producer: Ruchi Shah

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Info@BestMediaInfo.com