Comedy Central puts Ad Account in Review

Comedy Central puts Ad Account in Review

Steve’s breakdown: BBH India worked on the launch campaign for the channel towards the end of January.

MUMBAI, India: 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.

Sources from the industry have confirmed the news. The size of the business or spend on the media could not be ascertained at the time of filing this report. However, it is learnt that it plans to use all kinds of media platforms for promotion. Also, it looks for a creative agency that can understand the brand and its philosophy.

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.


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