Viacom18 to rebrand Rishtey & Rishtey Cineplex with Colors prefix

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Viacom18 has confirmed it is rebranding its existing Rishtey channels with a Colors prefix, to put them in align with the flagship brand.

The change, which takes place on 1st March, will see the secondary entertainment channel, Rishtey changed to Colors Rishtey and Hindi movie channel, Rishtey Cineplex changing completely to Colors Cineplex.

Nina Elavia Jaipuria, Viacom18 Head – Hindi Mass Entertainment & Kids TV NetworK said, “The idea is to expand the aegis of brand COLORS and strengthen Viacom18’s Hindi Mass Entertainment portfolio drawing in more synergies. Colors has established itself as a household brand in just a decade and it was a logical move to consolidate the mass entertainment channels under its iconic clout.”

“The new identity of the channels with golden hues and the archetype petal will convey the continuing evolution and growth of our business while also fortifying our bond with the viewers of the Colors Family. So far, the trend and consumption on both the channels have been extremely encouraging and now with the scaled-up movie library along with its premium positioning, we are confident of breaking new ground,” she further added.

Viewers of Colors Cineplex has a huge slate of new blockbuster films to look forward to including ‘Brahmastra’, ‘Student of the Year 2’, ‘RAW’, ‘Drive’, ‘The Body’, ‘Thackeray’ and ‘Fraud Saiyaan’.

The company has already rebranded its regional language channels with a Colors prefix- dropping any other previous association with the brands.

Keep it with BizAsiaLive.com for more.

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