BBH India releases new campaign to rebrand Channel V as the shallowest place on TV

BBH India has released its latest work for Channel V India via a 360-degree approach encompassing TVCs, DTH & digital. The campaign supersedes Channel V’s latest rebranding initiative to become a 24 hour all 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 designed to ensure only good looking music videos with minimal graphics makes it to viewer’s screens.

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

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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.”

Credits

Executive Producer – Ruchi Shah