Mumbai, 10th March, 2023: After a bright and colourful campaign last year, COLORS and Imperial Blue, in partnership with Wavemaker India, were back with another joyful campaign for Holi this year. Kicking off the campaign was a light-hearted video that showcased popular stars of the Hindi GEC market along with a host of Marathi stars.
The campaign effectively captured the revelry around Holi and built on Imperial Blue’s classic brand tonality. The team reprised their ongoing association with Hindi television stars Rubina Dilaik, Karan Kundra, Prateek Sehajpal, Nishant Bhat, and Marathi celebrities Jay Dhudhane, Meenal Shah, Vikas Patil, and Vishal Nikam. Further amplifying the glam quotient were special cameos from the enchanting leading lady of Ishq Mein Ghayal – Reem Shaikh, along with the always charming Amruta Dhongade, a former finalist of Bigg Boss Marathi. The dazzling duo of divas joined the gang and played integral parts in subtly integrating the brand ethos of “Men will be Men”.
Commenting on the 2nd year of the campaign, Vivek Mohan Sharma, Head- of Branded Content, Viacom18, said, “Our aim when collaborating with a brand is to create incremental value not only throughout the year but year on year as well. We focus on the intent and build brand image and visibility most relevant to the ethos of the brand. For Imperial Blue we have tapped into the festival landscape and positioned the brand where it owns the space with the narrative of youthful, wholesome fun. This is the second consecutive year we’re partnering with them for Holi and continue to build the brand story with a content-backed, targeted strategy which maximises the impact and engagement with consumers.”
Talking about the association, Ishwindar Singh, Pernod Ricard India, said, “Imperial Blue celebrates the lighter side of a man’s life. Holi, the festival of colours, brings alive the free spirited fun while being a great occasion for conviviality. This festival lends us an opportunity to bring forth a light hearted take inspired by our unique and consistent focus on encouraging our consumers to embrace life with a smile. Our partnership with Viacom has helped us create interesting ways of engaging around the key festivals and occasions.”
We are excited to launch this campaign this year as well and hope everyone has a wonderful and safe Holi!”
Mansi Datta, Chief Client Officer & Office Head – North & East, Wavemaker India, said “As Holi is synonymous with fun and mischief, collaborating with both powerful brands is a sure-fire way to spread the brand’s message. At Wavemaker, we are proud of this successful collaboration running for the fourth association in a row. We believe the campaign will reach people on a broad range of platforms and resonate with them.