Viacom18 wanted to create a new English general entertainment channel that would redefine the existing landscape: a premium English channel with a host of award-winning and critically acclaimed new series with a binge-viewing model and no compromise on quality.
Enter Colors Infinity: a channel that takes its name and heritage from the network's flagship brand, Colors. Tasked with visualising both the brand identity and launch campaign, we tried to push the envelope with on both fronts.
The channel identity redefines the meaning of 'infinity' as an endless horizon of entertainment. A carefully selected colour palette and immersive animations invite viewers to be a part of the stories and characters they love. The horizon aesthetic flows into every element: from the OSP and idents to the off-air and digital assets.
The launch campaign introduced a special lineup from celebrity co-curators Karan Johar and Alia Bhatt through a groundbreaking TV spot, creating a new paradigm for English entertainment promotion and introducing a new horizon of entertainment to Indian audiences.
Brand strategy, creative direction and launch campaign by Rohit Iyer.
See more promos here: https://vimeo.com/channels/colorsinfinity/
CREDITS
CLIENT • Viacom18 Media
CHANNEL HEAD • Ferzad Palia
CREATIVE & CONTENT HEAD • Hashim Dsouza
MARKETING HEAD • Sabrina Dsouza
CREATIVE DIRECTION & STRATEGY • Rohit Iyer
CHANNEL IDENTITY • WeAreSeventeen
LAUNCH FILM DIRECTOR • Tejal Patni
PRODUCTION • Nomad Films
ON-AIR PROMOS • Abhishitka Bhattacharyya, Pakhi Mahajan, Wayne Rodrigues & Nikhil Lopes
AWARDS
Promax World 2016 • Total Package Art Direction & Design: Channel Image • FINALIST
Promax World 2016 • General Channel Image Campaign • FINALIST
Promax World 2016 • General Channel Image Spot • FINALIST
Promax Asia 2015 • Best Out-of-house Station Image • SILVER
Promax Asia 2015 • Best In-house Station Image • SILVER
Promax Asia 2015 • Best Marketing Campaign • GOLD
Promax Asia 2015 • Best Viral Promo • SILVER
Promax India 2016 • Best On-Air Branding Design (Out-of-house) • GOLD
Promax India 2016 • Best Integrated Marketing Campaign (In-house) • GOLD
Promax India 2016 • Most Outstanding Marketing Initiative In-house) • GOLD
Promax India 2016 • Best Copy/Scriptwriting • GOLD (Infinity Sizzle)
Promax India 2016 • Best Launch Campaign (In-house) • SILVER
Promax India 2016 • Best On-Air Ident Design (Out-of-house) • SILVER
Promax India 2016 • Best Directing • SILVER (A New Horizon)
Promax India 2016 • Best Copy/Scriptwriting • SILVER (A New Horizon)
Promax India 2016 • Best In-house Station Image Promo • SILVER
Promax India 2016 • Best Sales & Marketing Presentation • SILVER
Goafest Creative Abby Awards 2016 • Best Launch of a TV Channel • BRONZE