Colors: The Big Switch

Television channel Colors TV employed a behavioural targeting strategy using TV, radio, print and digital to successfully launch its romantic drama Shubharambh in India.

Campaign details

Brand: Colors Brand owner: Viacom 18 Agency: Madison Media Market: India Sector: TV channels, services, programmes Media channels: Online display, Print - general, unspecified, Radio & audio, Television Budget: Up to 500k

Executive summary

Grabbing eyeballs for a new show is never easy, especially in a country like India, where there are so many options for one's entertainment.