BBH India creates new campaign for Channel V, rebrands it as 'The Shallowest Place on TV'

BBH recently released its latest campaign for Channel V India. The campaign supersedes Channel V’s latest rebranding initiative to become a 24 hour all music channel.

To highlight the Channel’s distinctive proposition, BBH India came up with the risqué positioning – ‘Channel V The Shallowest Place on TV’.

Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India said, “Channel V said they were going back to their fairly irreverent roots. They were going back to being a music channel, but a music channel with a point of view. They would only play great looking videos. Have a great song but a shitty video? So sorry try the next channel please. We all thought that was such a refreshing thing to say. The creative team, Sapna and Yohan pushed that promise a little laterally 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 added, “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.”

With Indian Youth being the main target, the launch marketing campaign will include a 360-degree approach. It will encompass TVCs, DTH and digital.

Credits

·         Agency – BBH

·         CCO and Managing Partner - Russell Barrett

·         Managing Director – Arvind Krishnan

·         Creative Director - Sapna Ahluwalia

·         Copywriters - Yohan Daver, Sean De Jervis Sequeira

·         Art Directors - Sapna Ahluwalia, Rebecca Daniel

·         Head of Production – Khvafar Vakharia

·         Executive Producer – Reema Asrani

·         Sr. Business Partner – Rajat Pandey

·         Business Partner – Nabanita Chatterjee

Film

·         Director – Piyush Raghani (Like Minded People)

·         DOP - Tanay Satam

·         Executive Producer - Ruchi Shah

You can watch the ad campaign here: