Brand stewardship for a new Hindi channel. We worked, on the ground, as a direct extension of client brand team, managing incumbent creative agencies, both in London and Mumbai over a 6-month period.  We used the founding channel insight to inform the brand positioning, development of idents and the harmonisation of the brand, content and launch.

The channel’s relatable name, cueing the notion that ‘life is ok’. A brand celebrating ‘eternal values’ around family, community and relationships; recognised more widely by an Indian population of over 1.4 billion people and not just targeted to the progressive urban audiences.