Orchard is Colors' new creative agency

The channel had called for a pitch in September. The media duties will continue to be handled by TME

Colors, Viacom18’s general entertainment channel, has chosen Orchard Advertising as its creative agency. As reported by afaqs! earlier, the channel was looking for a creative agency and planning to call for a multi-agency pitch. Rediffusion Y& R is the incumbent agency.

Rameet Arora, marketing head at Colors, tells afaqs!, “Orchard’s capability and experience, which we feel will help take Colors to the next level, is what made us decide on it.”

Thomas Xavier, chairman and national creative director, Orchard Advertising, adds, “Working on Colors will be challenging and exciting because of the competitive environment in the general entertainment category. We are looking forward to this.”

There is no change on the media front – TME will continue to work on the channel. The account is estimated to be worth Rs 40 crore. The channel chose Rediffusion Y&R for its launch campaign in July 2008. Later, in September, it called again for a pitch.

The launch campaign created by Rediffusion Y&R had the channel’s trump card, Fear Factor – Khatron Ke Khiladi, as its core element.

The five month old channel has had a superlative beginning. Last week, it retained its No. 2 status for the fourth consecutive week. This means that it has surpassed its competitors, Zee, NDTV Imagine and STAR One, on several occasions.

Balika Vadhu is the most popular show on Colors, followed by Jai Shri Krishna and Bigg Boss.

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