Diana Marszalek 14 Sep 2021 // 6:37PM GMT
MUMBAI — Colors, Viacom18’s flagship Indian TV channel, has shifted its PR business to Allison+Partners.
Allison+Partners won the business following a competitive review. The agency will support Colors with the full range of PR services.
Pitchfork Partners previously handled PR for Colors, which airs wide-ranging content including scripted programming and reality shows. The network’s parent company, Viacom18, is a joint venture between India’s TV18 and US media conglomerate Viacom.
“We are thrilled to add Colors to our growing portfolio of leading consumer and B2B brands in India and look forward to developing exciting, high-impact multi-platform campaigns at the edge of creativity and innovation,” said Pranav Kumar, Allison+Partners’ managing director of India. “We look forward to bringing shows and cast closer through digitally-led PR brand and corporate campaigns for Colors via media and influencer relationships”
Colors’ PR is handled separately from Viacom18’s other brands, which include MTV, Rishtey, VH1, Nickelodeon, Sonic and Comedy Central, along with digital OTT platform Voot.
In August, Viacom18 hired Kaizzen for corporate reputation management, elevating brand and executive visibility and company-led initiatives. Chase India and Weber Shandwick have also worked with the entertainment giant.