Event Coverage
The KISS of branding a TV channel
MUMBAI: “Never take a consumer for granted if you want the consumer to turn to you as a trusted friend. But this is possible to attain if there is clear communication and one unified message.” This may sound like rocket science, but Bruce Dunlop Associates (BDA) believes is actually a truth.
Who are the consumers? Obviously, TV companies and their patrons — the viewers. And, in a cluttered environment as the TV industry seeks attention, the importance of creating and promoting the brand, in order to keep the viewers glued to the channel, gains importance, said BDA business director
Philip Kitcher, who was holding forth in a session at Ficci Frames on `Branding of TV- Standout In the crowd.
Kitcher was throwing light on the importance of branding television channels and ways to maximise the brand value in a fragmented and cluttered space.
And, why not? BDA should know better as its clients include some of the major broadcasters in the world, including the BBC.
BDA provides a range of promotion and design services to broadcasters and advertisers worldwide. As a creative agency, it offers a one-stop solution for clients, producing quality work in the field of TV channel branding, broadcast design, commercials, sponsorship, promotions, print and radio.
As television channels increasingly look at promoting their brand and aim at keeping viewers hooked on to the channel, Kitcher pointed out, it is important to fathom the target audience and communicate to them in a language that they would understand.
Pointing out that communication has to bring out the core value of the brand, Kitcher said, “If it’s not worth loving the brand in the first place, no amount of make-up will save it in the end.”
Sounds profound? But it does also make business sense as at the end of the day every branding exercise is aimed at maximising the value for the brand or the company, which, it is hoped, would translate into earnings.
Stressing on the communication part, Kitcher said, if the communication does not convey the authenticity of the product, the brand will die a natural death. It all begins at the beginning of the tale —- at a time when the branding exercise is conceptualised.
According to Kitcher, it all begins with a channel in search of a big idea’ and leads on to what is desired. As far as a television channel is concerned, it is essential to ‘map the journey’ ahead, keeping in mind the content that will speak, in a way, about the brand too.
Kitcher said that another method to chalk out future road map is to use the ‘attitude and tone’ of the channel. “But without total team effort the path ahead is futile,” he added, emphasising on the fact that it’s no single step or a person that goes on to build a brand.
On the other hand, Kitcher pointed out, a channel also undertakes various methods to keep the viewers hooked on to the channel and this varies in ‘effectiveness,’ depending on the factors such as turning ideas into actions and keeping the message clear, simple and topical.
The BDA executive also dwelt on the importance of sound, which is an equally powerful branding tool.
Finally dwelling on the dynamic nature of branding a television channel, Kitcher said that it’s all about keeping the team on its toes as team members constantly refresh strategies.
Though in an environment where media fragmentation is high and the need is to reach out to the consumer remains a challenge, engaging the consumers is more daunting than ever before, Kitcher said, pointing out the KISS —- keep it simple and stupid —- formula most of the time works.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
