Colors goes boom with 24

Viacom 18 owned Colors recently concluded a month long campaign for its latest show 24 across 35 cities.

Colors recently initiated a major OOH campaign with Milestone Brandcom for its latest show, 24, which features Bollywood star Anil Kapoor on the small screen for the first time. The Indian adaptation of the popular US thriller series, 24 is aired every Friday and Saturday in the 10 pm slot since October 4.

The OOH agency used four different types of creative concepts for the campaign across the major metros. It had placed a larger than life backlit structure for a time bomb with 24 written, huge structure with 24 writen in roman numeral and a cut out of Anil Kapoor behind it, large format backlit hoardings with 24 writen and Kapoor picture behind and finally Kapoor shown standing on a clock with the hoarding saying 24.

Most of the timebomb and roman numeral innovations were done across Mumbai and Delhi while the other cities saw the large format hoardings.

The campaign has been executed in 35 cities and started in September 2013 and ended on October 6. It has used several formats such as gantries, cantilevers and bus queue shelters and taken over 1,000 touch points.

Some of these innovations were put at high traffic junctions such as Mahim Causeway, Bandra, Juhu and others.

Speaking about the campaign, Nabendu Bhattacharya, MD, Milestone Brandcom, says, "Our brief was to create a talking point around the show and generate the required buzz as Anil Kapoor is there for the first time on the small screen. Moreover, the show was a replacement for Comedy Nights with Kapil, which has been doing extremely well, so the client wanted to generate as much buzz as possible."

The target audience for the campaign was youth aged between 15-35 years.

Rajesh Iyer, head, marketing, Colors, says, "24 is India's biggest espionage series. Being the only country outside the US to adapt it, our primary requirement was to highlight the show's differentiating factor of real-time drama panning 24 hours."

It is estimated that the size for the account is around Rs 3 crore.

It is pertinent to note here that '24' is pitted against Sony Entertainment Television's longest running crime-based show, 'C.I.D'. Colors shows Comedy Nights with Kapil will now be aired only once a week and Uttaran too will drop a day's programming.

Some of the previous Milestone Brandcom's activations were for Aashiqui 2, Fastrack and others.