Comedy Central had been in India for three years, bringing hilarious international content as well as original Indian content to every screen. But in the niche market of English entertainment, they now needed to stand out.
A national rebrand was initiated with a change in both positioning and aesthetics. We repositioned the brand from its 'Laugh It Off' roots to something more welcoming with, 'Comedy Central - Your Happy Place.' The existing sardonic and off the cuff tone of voice was eased into something more witty, but also inclusive.
Visually, the brand was pushed to a more premium and vibrant aesthetic with a deliberately defined palette and more considered use of typography. Sleek animation and subtle gradient transitions were introduced to create a brand that was more easy on the eyes.
This was complemented by extensive digital and on-ground campaigns that reintroduced the brand to the country. The result was a truly happier place on television that evolved from its comedy roots, while maintaining its identity.
Brand strategy and creative direction by Rohit Iyer.
CREDITS
CLIENT • Comedy Central India
CHANNEL HEAD • Ferzad Palia
CREATIVE & CONTENT HEAD • Hashim Dsouza
PROMOS HEAD • Huzaan Khodaiji
CREATIVE DIRECTION & STRATEGY • Rohit Iyer
DESIGN & ANIMATION • Sushmeit Nambiar
ASSOCIATE CREATIVE DIRECTION • Victor Daruwala
LIVE-ACTION IDENTS • Victor Daruwala
ON-AIR PROMOS • Vineet Ullal, Karl Kavarana & Kanchan Parikh
ASSISTANT GRAPHIC DESIGNER • Robinson Dmello
SOUND DESIGN • Pramod Srinivasan & Doyle Soares
AWARDS
Promax India 2016 • Best On-Air Branding Design (In-house) • GOLD
Promax India 2016 • Best In-house Station Image Campaign • GOLD