Viacom18's comedy channel, Comedy Central has assigned its content and social media duties to Jack in the Box Worldwide (JITB).
JITB will be generating content for the brand’s web site as well as on social media channels, blogs, an audio hotline and YouTube. They will be responsible for all official social media relating to the project as well. The strategy of the campaign is to build brand awareness and excitement about the long awaited arrival of Comedy Central in India. This will be achieved by creating great content and goal of the content will be, of course, to make people laugh.
Commenting on the development, Samit Malkani, creative head, JITB said, “The way we’re looking at Comedy Central is not as a TV channel, but as a comedy property across TV, online and mobile media. As a result, the best advertising we can do for the brand is to create brilliant content that gets viewers to tune in, on whichever screen they might be. You’ll be seeing a lot of this content – and hopefully laughing your socks off – in the days to come.”
On JITB's appointment as content and social media partner for Comedy Central, Ferzad Palia, SVP and GM, Viacom18– English Entertainment said, “We’re very happy to have Jack In The Box Worldwide on-board as content and social media partners for the launch of Comedy Central in India. Jack in the Box has proven expertise in creating great content and getting people talking about it. This is exactly what we need to build awareness and stickiness for the world’s biggest comedy channel.”
Roopak Saluja, co-founder and managing director, Bang Bang Films and Jack in the Box Worldwide, added, "Comedy Central is the funniest client we've ever had. And I mean that only positively of course. It's a brilliant opportunity for us at Jack in the Box to showcase our multi-platform content abilities. I've never seen the team eat, breathe and sleep a piece of business like they have CC. Can't wait to actually consume the product now."