Lifestyle channel NDTV Good Times turned 10 on September 7. Said Smeeta Chakrabarti, CEO, NDTV Lifestyle: “Turning a decade old is big news for us! To celebrate the occasion, the channel has planned an exciting line up of new shows and fresh seasons of hit shows, starting with My Yellow Table with popular Chef Kunal Kapur. Also planned is an exciting contest to gratify our viewers who could win fabulous luxury experiences.â€
Expressing her joy on turning 10, Arati Singh, Channel Head, NDTV Good Times added: “We have been pioneers of Indian lifestyle entertainment. Our focus has always been to provide an immersive Good Times experience through 360 degree multiplatform content. NDTV Good Times inspires its viewers to #LiveYoung and #LiveIndian.â€
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.
Arati Singh
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, 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.â€
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.
Arjun Banerjee
Grasshoppers’ Director, Arjun Banerjee said, “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’.â€
Lifestyle television channel NDTV Good Times is turning youthful. The channel is innovating its programming to reach out to Generation Y. One of the most important facets of their new look is the integration of social media in its tagline – #LiveYoung.
Said Arati Singh, Channel Head, NDTV Good Times: “With an increasingly maturing lifestyle space in India at an inflection point, and as leaders in that space, we are redefining the lifestyle entertainment category codes by now catering to the youth and focusing on food, travel and fashion. Our content, look, feel and packaging will now clearly reflect this change. In the new avatar, the channel will take a fresher, edgier and more relevant approach to its programming targeted towards the young and the young at heart, and this association will also help us further our relations in the world of entertainment and hospitality.”
The channel is celebrating its new brand identity at luxury restaurant Shiro on May 7 in Mumbai and May 8 in Bengaluru. The party will see all the anchors and celebs from the channel’s acclaimed shows. Translating their understanding of the role of digital media in the lives of today’s youth, Shiro and NDTV Good Times will be running a contest online that will give four lucky winners an exclusive chance to join the party.
So what we see is a new logo, icons, idents and colour palette that reflects a “hip-cool on-air” look.  Elaborating on the channel refresh, Smeeta Chakrabarti, CEO, NDTV Lifestyle said, “After an in-depth research and a deep dive into our consumers’ mindset, the channel has recharged its offering. The new visual and content strategy is a direct result of these initiatives, and we are confident that they will resonate and connect with our viewers”.
Said Channel Head Arati Singh: Â “The programming of the channel has become more impulsive, interactive and action oriented with a younger and edgier attitude. Keeping in sync with the young and young-at-heart viewers, we have reworked on the visual appeal by introducing vibrant icons reflecting the different content and mood of the programming on-air.”
As part of its refresh, NDTV Good Times aims to be in tune with viewers’ lives through the week and at different times during the day by introducing dedicated categories such as; ‘Good Night with Good Times’, ‘Good Food with Good Times’, ‘Good Travel with Good Times. Additionally, Kingfisher Supermodel 2013 and Bachelor’s Kitchen with Aditya Bal have been reintroduced with a brand new flavour, with more to come in the next few months. Highway on My Plate, one of the more popular shows on the channel is scheduled to be seen in a younger avatar, we are told.
