NDTV Good Times takes off with Grasshoppers

Arati Singh

India’s premier lifestyle entertainment television channel, NDTV Good Times has appointed Grasshoppers India as its creative agency.

The agency’s mandate is to develop innovative and edgy communication that would create and maintain the channel’s image, which is Young and Indian in the minds of socially upbeat, well-travelled, cosmopolitan viewers who want to live in style, admire fashion, are adventurous about food and travel and want more out of every moment in life.

NDTV Good Times was launched in 2007 as the flagship channel of NDTV Lifestyle, which is a part of the NDTV Group. Over the last few years, the channel has redefined the lifestyle entertainment category codes with a lineup of shows that cover all aspects of lifestyle genre to portray and address an increasingly global India. With a focus on providing younger, edgier and more relevant Indian content; through its programming and communication the channel aims to reach out to its young and dynamic audience as their only lifestyle entertainment destination.

The creative duties have been awarded to Grasshoppers following a multi-agency pitch in which three Delhi-based agencies participated. Speaking about the reasons for choosing Grasshoppers, Ms. Arati Singh, Channel Head, NDTV Good Times, said, “The work pitched was fresh, fun and unconventional. It was vibrant and young reflecting exactly what the channel is. The communication, as it was supposed to be, was crisp keeping in mind that it is the young, ambitious and daring Indian youth that it is targeted towards.”

Grasshoppers will manage all the mainline communication for the channel in order to reach out to its consumers across various touch-points and promote ‘everything’ that happens on the channel. The platforms that will be used during the campaign include advertisements, outdoor branding, radio jingles, OOH, online creatives and on-ground event collateral among other things.

Arun Banerjee

As per Grasshoppers’ Director, Arjun Banerjee, “Working for a TV Channel brand, a first for us, will be exciting because the dynamic nature of the TV industry requires the agency to be extremely innovative for the campaign to stand out from the clutter and interest the target audience. Since NDTV Good Times is known for its impulsive, interactive and action oriented content and programming, there is a lot of scope for us to create edgy and call to action creatives which will appeal to the targeted youth and encourage them to embrace the channel’s ideology of ‘#LiveYoung #LiveIndian’.”