Comedy Central is looking for a creative partner

Viacom18's newly launched channel Comedy Central is looking for a creative agency in Mumbai. Earlier, when the channel was launched in the last week of January, it had roped in Bartle Bogle Hegarty (BBH) to work on the launch campaign. Now, it looks for an agency on a retainer basis.

Comedy Central, with its philosophy of 'Laugh It Off', was launched on January 23, with approximately 17 shows and five hours of original programming. To be distributed by Sun18, the channel is available to 20 million households across analog, digital cable and DTH platforms.

This is the sixth channel from the Viacom 18 stable.

A massive through-the-line marketing plan with innovations across TV, print, outdoor, radio, below the line and digital was rolled out in the first week of February for the launch of the channel. The plan also involved strategic partnerships with lifestyle touch points frequented by the target audience, including coffee chains, theatres, clubs, gyms, salons and shopping destinations. The brand will also extend itself beyond television into live events, merchandising and availability on mobile platforms.