BBH India recently released its latest campaign for Channel V India. To highlight the channel's distinctive proposition, BBH India came up with the positioning 'The Shallowest Place on TV'.
The campaign supersedes Channel V's latest rebranding initiative to become a 24-hour music channel, with curated content that not only sounds good, but also looks good. Delivering an unparalleled visual experience is Channel V's sole focus point. Hence, the programming has been so designed that only good-looking music videos with minimal graphics make it to viewer's screens.
Speaking about the campaign, Russell Barrett, managing partner and chief creative officer, BBH India, says in a press release, "According to Channel V, it's going back to its fairly irreverent roots, to being a music channel, but with a point of view. It will play only great-looking videos. Have a great song, but a bad video? Sorry, try the next channel please."
He adds, "We all thought that was such a refreshing thing to say. The creative team of Sapna and Yohan pushed that promise and came up with 'The shallowest place on TV'. That is such a rich, extendable thought and now we only had one more thing to do -- have a blast cracking ideas. We wanted people to say, 'damn, did they just say that?' There aren't many brands in the world that can do that, but Channel V can."
Arvind Krishnan, managing director, BBH India, says in a press release, "Good music that looks good is a great proposition. Add a touch of irreverence to that and you get the shallowest place on TV. We had great fun collaborating with the folks at Channel V. The work is a reflection of that fun we had."
The launch marketing campaign will include a 360-degree approach, keeping in mind the Indian youth as the main target.