Colors ropes in 10 advertisers at launch

Colors , the Hindi entertainment channel by Viacom 18 Media, has managed to get 10 advertisers on board before its launch yesterday. Besides Idea, which is the chief advertiser of the reality-game show, Khatron Ke Khiladi, the list includes some heavy-weight, deep pocketed marketers such as ITC (All business), Reliance (All Business), Nestle and Airtel.
The other advertisers that are supporting the 'differentiated and disruptive' content of Colors are Hygienic Research, Boots, Emami, Paras and Ayur. "Though there is no branded content as we launch, we are looking at all kinds of clutter-cutting advertising possibilities," said Rajesh Kamat, CEO, Colors.
The channel has also acquired television rights for the second season of Bigg Boss, a reality show that will air from August 18, replacing Khatron Ke Khiladi. In what can be termed as a stunning move, the channel has roped in Shilpa Shetty, the much-hyped winner of Big brother, as one of the contestants.