MUMBAI: Channel V head Honcho Amar Deb captured the audience and how. In an extremely refreshing manner, Amardeb explained the algorithmic analysis of the creation of Channel [V] icons.
Kickstarting the session with the animated VJ Simpoo – a Sardar who is a math teacher, Deb said that initially Simpoo was created for the channel’s promos to showcase new dimensions of Simpoo for Channel V. Post the success of Simpoo as an established identity, Channel V started using Simpoo first with the Pop Stars, and the member of the band were introduced by both Simpoo and Gaurav.
With the launch of the ‘Chandu Ke Chacha’ video, there was a promo shot with Simpoo, where the animated character was tutoring his students on the dance steps of the video.
Similar gimmicks with Simpoo were used to promote Super Singer, where Simpoo was shot telling his students who were lazing around under a tree saying “Bhai waha pe Super Singer chal raha hai, aur aap log yahan Idol baite ho.”
Deb stated that there was no democracy when one has a good idea. “Dont’t listen to anybody and just go ahead with it.” And hence came the swim suit calendar with Simpoo which became a rage.
Simpoo and PETA then partnered to promote vegetarianism with the ad – ‘Simpoo goes vegetarian.’
The next was the creation of the ‘South Indian Maharastrian Lola Kutty.
For Channel [V], this was clearly an antithesis approach. Moving against the conventional hip and sexy VJ, the music channel created an icon that was middle class, conservative and very vernacular. “Something that is definitely not expected on a trendy channel like[V],” says filmmaker Prahlad Kakkar.
Deb explained the creation of the Lola Kutty as “leaving your confront zone.” Lola Kutty is a typical south Indian character with a very pronounced south accent. Kakkar stated that Lola could carry of this character as she was naturally the person that she was on screen. The birth of Lola Kutty first took place to promote Channel [V] in various promos. But once she gained popularity, the channel gave her a show to host by herself called Lola T [V].
“Popularly known as ‘beauty on duty’, her unique self made for fantastic unpredictable interviews,” says Synergy Communication Siddharth Basu.
Lola Kutty was then put onto Launch Pad where according to Deb, the audience could not get enough of her. Lola Kutty match boxes were also made to promote her further.
Deb then pointed out that when one has not created an icon, and the icon being used is across all brands and movies (reference to KBC 2 promos with Amitabh Bachchan) – the KBC 2 latest rap promos have Bachchan enter the frames only in the last ten seconds. “The sheer arrogance of his arrival is portrayed in the last couple of seconds- that’s how you use an icon,” concludes Deb.