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Comedy Central dons new look, broadens positioning to ‘Your Happy Place’

MUMBAI: A month after launching its HD feed, Viacom18’s English entertainment channel Comedy Central is now aiming to expand its viewers’ ‘happiness quotient’ with a new brand positioning, vibrant and richer look, and multiple new shows.

Comedy Central will unveil its new and broader brand positioning ‘Your Happy Place’ today while adopting a new look with brighter colours and a new line-up of shows.

The 3.5-year-old channel, which started its journey in India with the tagline ‘Laugh it off’, is taking a broader positioning with a new message.

With ‘Your Happy Place’, the channel moves beyond laughing out loud to viewers’ channel-of-choice for feel-good and humorous content. The new brand positioning, Comedy Central claims, resonates with today’s common lingo on what makes people happy.

Ferzad PaliaViacom18 EVP and business head, English Entertainment Ferzad Palia said, “Since its launch, Comedy Central has been expressive and tongue-in-cheek while being irreverent and conversational. Now is the time to refresh our positioning to accurately reflect our programming and ideology, which is to be television’s premier destination where people find their #HappyPlace.”

The channel is looking at bringing in a fresh take on its brand elements and content with this change. The new look will have slick animation and an overall design package that is easy on the eyes. Using the circle to signify locations and happy zones, these elements will also help to highlight each show.

The programming line-up for September includes ‘Younger’, ‘Betty White’s Off Their Rockers’, ‘Your Family or Mine’ and ‘The Mindy Project Season 3’.

40 is the new 26The channel has planned an extensive marketing push on its digital and on-ground platforms to promote the change. The campaign is being promoted on other network channels of Viacom 18 including Vh1, Colors Infinity and MTV.

As part of its consumer engagement, Comedy Central will run a month-long on-air contest known as ‘Comedy Central What’s Your Happy Place’. Viewers will stand a chance to win prizes every day by sending their answers via SMS. The winners will be announced on Comedy Central’s Facebook page.

The channel will further engage with its viewers through a fun- filled ‘Happy Quest’ treasure hunt in Mumbai, Delhi and Bengaluru. Through this pursuit of happiness, 12 winners would get an opportunity to win an all-expenses-paid trip to Thailand.

Never too old to be coolBesides consumer engagement, Comedy Central has extended the concept of ‘Your Happy Place’ through on-ground partnership with various bars, salons and coffee shops such as Café Coffee Day, Gold’s Gym and Maroosh.

Moreover, the ‘Happy Place’ proposition will be carried forward throughout the year with two projects—‘LOL Club’, a consumer engagement programme that offers viewers discounts and freebies, and ‘Spread the Cheer 2’, a service initiative that helps to give back to the society by bringing cheer to those in need.