Hindi entertainment channel, &TV recently underwent a channel refresh, roping in Lowe Lintas to create the ‘Hai Khaas Har Andaaz’ campaign around it. Vishnu Shankar, Head, &TV tells us more about the channel’s refreshed brand identity, the new brand campaign, as well as the upcoming line-up of shows targeting the new age Indian…
ON THE NEED FOR A CHANNEL REFRESH: Since 2015, &TV has built a strong connect with the audience by presenting stories, characters and values that are unique and unconventional and resonate with new age viewers. The channel is now geared up to push the boundaries further with the brand refresh and an all new show line-up, capturing the change in entertainment content preferences of today’s Indian. As we move forward, we will present khaas stories and engage our viewers in our unique andaaz, in line with the brand motto.
ON THE NEW BRAND CAMPAIGN: Our new campaign ‘Hai Khaas Har Andaaz’ pays tribute to today’s &dian and is pegged on the premise that today’s audiences are multi-dimensional in their thoughts, actions and aspirations and seamlessly traverse between their many roles in life and excel in each. Through this campaign we celebrate this ability of Indians to expand the canvas to accomplish their desires and the multiplicity idea captures their diverse hues.
ON THE REFRESHED SHOW LINE-UP: With the aim of disrupting the entertainment space with content that caters to the nonconformist Indian mindset, &TV has an exciting line-up of shows planned to cater to all age groups and segments. These include a live signing reality show for kids, ‘Love Me India’, ‘Perfect Pati’ - a womancentric show with Jaya Prada in a lead role making her television debut, ‘Vikram Betaal Ki Rahasya Gaatha’ - an epic fantasy with a modern twist and much more.
ON THE NEED FOR A CHANNEL REFRESH: Since 2015, &TV has built a strong connect with the audience by presenting stories, characters and values that are unique and unconventional and resonate with new age viewers. The channel is now geared up to push the boundaries further with the brand refresh and an all new show line-up, capturing the change in entertainment content preferences of today’s Indian. As we move forward, we will present khaas stories and engage our viewers in our unique andaaz, in line with the brand motto.
ON THE NEW BRAND CAMPAIGN: Our new campaign ‘Hai Khaas Har Andaaz’ pays tribute to today’s &dian and is pegged on the premise that today’s audiences are multi-dimensional in their thoughts, actions and aspirations and seamlessly traverse between their many roles in life and excel in each. Through this campaign we celebrate this ability of Indians to expand the canvas to accomplish their desires and the multiplicity idea captures their diverse hues.
ON THE REFRESHED SHOW LINE-UP: With the aim of disrupting the entertainment space with content that caters to the nonconformist Indian mindset, &TV has an exciting line-up of shows planned to cater to all age groups and segments. These include a live signing reality show for kids, ‘Love Me India’, ‘Perfect Pati’ - a womancentric show with Jaya Prada in a lead role making her television debut, ‘Vikram Betaal Ki Rahasya Gaatha’ - an epic fantasy with a modern twist and much more.
