Colors highlights the essence of togetherness during Holi with Imperial Blue

Watch the film conceptualised by Wavemaker here

Mar 16, 2022 12:14:00 PM | Video | Campaign India Team

Viacom18's Colors and Seagram’s Imperial Blue packaged drinking water have rolled out a film ahead of the festival of Holi. The film features actors Rubina Dilaik, Karan Kundra, Umar Riaz, and Nishant Bhat. 
Conceptualised by Viacom18 and Wavemaker India, the film captures the spirit of the festival through a group of friends having fun at a party. The fim shows Kundra not wanting to play Holi. When Riaz and Bhat persuade Kundra to play, he refuses. However, when Dilaik is passing by, he strikes a conversation with her and doesn’t mind when she applies Holi colouring to his face. Looking at how his mind has changed, Riaz and Bhat give Kundra a judgemental stare. Finally, Kundra gives in, and the four of them start playing Holi together. 
The film has been rolled out in Hindi and Marathi. 
Vivek Mohan Sharma, head–branded content, Viacom18, said, “Given the brand identity of our marquee platform, celebrating the festival of colors is a natural fit for us. Seagram’s Imperial Blue is an iconic brand with some memorable campaigns. Taking forward the nature of playfulness, we take a dig at celebrating Holi with friends. With the roster of popular television celebs that we have and the way we have captured the spirit of this festival, we are sure this campaign will strike a chord with our viewers and the brand’s target audience.”
Ishwindar Singh, general manager, marketing, Pernod Ricard India, said, “Holi is a great moment of conviviality, wherein friends and family come together, and we wanted to capture this and create a campaign that embodies the spirit of Holi. This collaboration with Viacom18 captures the mood of the occasion in the light humour space that we have always operated in while keeping the ethos of our brand alive. Combined with the 360-degree network amplification and Viacom18 stars, we hope to recreate the magic of our iconic campaigns with this campaign.” 
Karthik Nagarajan, chief client officer,  Wavemaker India, said, “The whole idea and execution of the video was a beautiful amalgamation that resonates with the brand messaging of humour and partners ideology of ‘celebrating relationships with Colors’. It has been a great collaboration by Wavemaker India of bringing this initiative to life. With the platform reach- the spread across TV, OTT and Social, I am certain the campaign videos will have to connect, create an instant impact and bring cheer to our audience.” 
The campaign is rolled out on Colors, Colors Marathi television channels, Voot and on the network’s social media handles.