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Vyas Giannetti bags Discovery's new lifestyle channel creative account

Indiantelevision.com Team

(20 September 2004 3:30 pm)

MUMBAI: Vyas Giannetti Creative has bagged the creative account for Discovery's new lifestyle channel, Discovery Travel and Living, to be launched mid October in India.

With Zoom having launched the lifestyle channel genre in the country from today, the challenge with Vyas Giannetti will be to create a brand that stands out of the clutter. "With a slew of television channels lined up for launch our task is really cut out. The challenge will be to create a powerful brand that will epitomise 'Lifestyle' in this country. The emphasis will be on the channel brand during the launch and later move into programme specific communications," says Vyas Giannetti Creative's vice president Atul Hegde.

According to Discovery Communications India marketing director Aditya Tripathi, "We chose Vyas Giannetti Creative for their excellent understanding of brands and design skills. They have a vast and rich experience in lifestyle and media brands, which was the potent mix we were looking for in an agency."

The channel is being positioned as the alternative entertainment channel for upscale viewers with an international outlook. It will air programmes on travel, cuisine, health and well-being, automotive and motoring, home design and decor, hobbies, and outdoor leisure.

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