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Channel [V] ‘Cheez’s It’ up
MUMBAI: A music channel offering marketing solutions? That’s just what Channel [V] has cooked up for Kellogg’s. The snack food major recently launched an innovative commercial campaign on Channel [V] to market its new snack called ‘Cheez It ‘. The campaign aims at capitalising on humour and carving a niche for itself in the market dominated by youth.
The catchy liner ‘Mind Mein Ghus Gayi Cheez?’ is being promoted to engrave the word ‘cheez’ into into the psyche of the Indian consumer and at the same time position the snack as a brand that uses real cheese as its main ingredient.
According to the strategy, Channel [V] was assigned the task of coming up with an innovative creative solution to help strengthen ‘Cheez it’ amongst its wide youth audience. Thus emerged Channel [V]’s hugely wacky and effective, ‘Cheez It Cheez Off Contest’.
The contest spot begins with two of the Channel’s popular VJs’ , Yudi and Gaurav , playing two ‘qawwals’ singing their own ‘cheezed up’ version of the popular Hindi ditty, ‘Ilu Ilu’ as ‘Yeh Cheez It Cheez It Kya Hai, Yeh Cheez It Cheez It’. As the cheers come on, the qawwal’s continue the ditty with, ‘Cheez It Ka Matlab Switzerland Trip, Switzerland Trip.
The contest is then revealed, where viewers are asked to dial in to a number and leave the channel a rendition of their favourite song innovatively incorporating the words ‘Cheez It’ into the lyrics. The channel says two of the wackiest renditions will win the grand prize of a trip to the land of ‘cheez’, Switzerland.
To drive the point home, the ‘qawwals’ proceed to liven up the participatory communication in hilarious cartoon thought bubbles such as calling Channel [V] on an oversized phone, breaking into a frame jarring cheez aalap, flying on a tiny toy plane and dancing with a lineup of animated cows in Switzerland. The logo and the look of the contest too has been created, keeping in mind the ‘Cheez It’ design positioning.
The response to the contest has been encouraging with some side-splittingly-funny entries pouring into the Channel [V] office, an release says. The most creative entries are played out every week by VJ Kim on Channel [V]’s popular request and response show, PO[V].
“It was a very well thought out contest – one that integrated the Brand name in an entertaining, wacky way with the contest name. It gave us additional brand name visibility (critical for a new launch) while reaffirming the brand’s core differentiator of cheez and fun and entertainment”, Kellogs India Pvt Ltd, MD, RC Venkatesh, has been quoted as saying in the release.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
