ABOUT

Viacom18 wanted to create a new English general entertainment channel that would redefine the existing landscape: a premium English channel with a host of award-winning and critically acclaimed new series with a binge-viewing model and no compromise on quality.

Enter Colors Infinity: a channel that takes its name and heritage from the network's flagship brand, Colors. Tasked with visualising both the brand identity and launch campaign, we tried to push the envelope with on both fronts.

The channel identity redefines the meaning of 'infinity' as an endless horizon of entertainment. A carefully selected colour palette and immersive animations invite viewers to be a part of the stories and characters they love. The horizon aesthetic flows into every element: from the OSP and idents to the off-air and digital assets.

The launch campaign introduced a special lineup from celebrity co-curators Karan Johar and Alia Bhatt through a groundbreaking TV spot, creating a new paradigm for English entertainment promotion and introducing a new horizon of entertainment to Indian audiences.

Brand strategy, creative direction and launch campaign by Rohit Iyer.