Colors searches for new hues

The recently launched GEC has decided to drop Rediffusion as its creative agency, and is looking out for alternatives

Colors, the GEC launched by Viacom 18, is on the lookout for a new creative agency just three months after its launch. Rediffusion DYR was the incumbent agency and handled the Colours launch. A source close to Colors confirms the development and says that Colours in on the lookout for a new creative agency, but no agencies have been invited for the pitch as yet. The account is pegged to be Rs 40 crores upwards.

The media duties will continue to be handled by TME. Rameet Arora, head, marketing, Colors was unavailable for comment.

The new development comes as a surprise since Rediffusion had created a fairly successful launch campaign for Colors. Rediffusion hyped the launch of Colors by publicizing two major shows, Fear Factor- Khatron Ke Khiladi and Bigg Boss, which eventually became the face of Colors.

Within weeks of its launch, Colors was ranked as No. 5, as per TAM Media Research (C&S, 4+, HSM), leaving behind SaharaOne and SAB. STAR Plus and Zee retained the top two spots; while Sony Entertainment Television regained the third spot, followed by NDTV Imagine and STAR One at number four. Thereafter the channel reached the No. 3 position in the second week of its launch, which is unprecedented in the GEC genre,

Considering that the channel achieved such a good response in a very short span, one cannot help but wonder why Rediffusion DYR was dropped as their creative agency. Maybe Colors is still searching for its true colours.

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