Big CBS Prime undergoes packaging revamp

12 Apr,2013

By A Correspondent


English entertainment network Big CBS has unveiled an all-new packaging and logo for its marquee channel, Big CBS Prime. Following the introduction of Hindi feed on the channel, the revamped packaging aims to augment its reach through increased sampling among the Hindi-speaking male audiences across not only the country’s eight metros, but also the additional 38 cities that have recently adapted to Phase II of digitization.


Rochak Kohli

Big CBS Prime’s new packaging uses bright colours like magenta, red and purple, communicating the channel’s premium and aspirational positioning. Keeping the channel’s core target audience of SEC ABC 15+ male audiences, the new music bed for Big CBS Prime was created by Global Indian Music Award winning composer for 2013’s most-awarded song ‘Paani Da’ from Vicky Donor and 92.7 Big FM’s National Creative Head, Rochak Kohli.



Anand Chakravarthy

Elaborating on the new packaging of Big CBS Prime, Anand Chakravarthy, Business Head, Big CBS Networks, said, “Phase II of digitization has altered the dynamics of television viewing across India. The changing habits have enabled audience evolution – creating an opportunity for us to expand our reach in HSMs. The new packaging allows us to reach out to a wider set of audiences while creating mass appeal and maintaining the cutting-edge quality and the premium international look and feel synonymous with Big CBS Prime. The new colour palette makes for a young and vibrant look which is more relatable to our younger male audiences while creating a more exciting advertisement platform for our clients.”



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