afaqs! news bureau

Viacom18 launches infinite-esque campaign for Colors Infinity

The group's latest English entertainment channel launches on July 31.

Colors Infinity, the soon-to-be-launched English entertainment channel from Viacom18, has rolled out a massive marketing campaign. The channel, which launches on July 31, promises 'A new horizon in English Entertainment' and aims to challenge and redefine the English entertainment landscape in India.

Colors Infinity has launched a TVC featuring its co-curators, Karan Johar and Alia Bhatt, which is being run on high rotations across Viacom18 and other partner channels.

Viacom18 launches infinite-esque campaign for Colors Infinity
Viacom18 launches infinite-esque campaign for Colors Infinity
The TVC is supported by an exhaustive outdoor campaign across 15 cities and impactful innovations through print in 12 markets. A radio campaign is being run in eight markets along with innovations in trade offices. Besides, 800 branded cabs and activations in over 100 colleges in six markets, aim to further ensure tune-ins.

Additionally, Colors Infinity will ensure massive consumer engagement by leveraging more than 600 brand partnerships with Café Coffee Day, Baskin Robbins, Crossword, Godrej Nature's Basket, Gold's Gym, Uber and others. "Each partner will extend unique offers from 'infinite' toppings at Baskin Robbins to 'infinite' luxury experiences at spas, theatres and restaurants in high-end cars with Uber," the channel states.

To further build 'Infinity', the channel has planned a 'Colors Infinity Food Festival' with unlimited offers at 22 premium establishments across India like Hard Rock Café, Shiro's, California Pizza Kitchen and The Big Kahuna.

A toll-free number has been activated where viewers in trouble 'Better call Saul' on 1800 4195 500 for tongue-in-cheek legal solutions to life's problems from Saul Goodman, the protagonist of the multiple Emmy-nominated show.

Also, Godrej Nature's Basket will promote 'My Kitchen Rules' with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets. Gold's Gym is offering a Flash Fitness Program (modelled on the DC Comics superhero) as a promotional plan.