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LOS ANGELES - (November 15, 2004) – Creative brand solutions company TAG recently completed the on-air branding package for Hungama – a new kids channel in India which premiered last month. The channel, launched by United Home Entertainment, is the first all Hindi kids channel to hit the airwaves throughout India.
Hungama, which means “Have a Ball” in Hindi, was seeking to capture the imaginations of kids ranging in age from 4-14. TAG’s first assignment was the creation of a logo that would reflect the channel’s sense of whimsy and exploration. The “H” of Hungama came alive as a leaping figure and became a human element in the design that could take many forms.
“From the start of the project, Hungama wanted the channel to have a little mischief and we interjected this attitude into the design whenever possible,” said Jim Kealy, TAG’s Creative Director.
Because of Hungama’s wide age range among kids, much of the schedule is segmented to appeal to different audiences. This required a great number of program block packages to be designed as a practical way to connect with each age group. Using a colorful grid pattern, whimsical title animations and patterns created out of playful shapes, the channel was well distinguished from other local and international channels targeted at the kids market in India. TAG also creative directed a live-action shoot in Mumbai for some of the on-air ID’s that aired at the launch.
“Competition in the Indian market is growing at a blazing pace,” said Tom Connor, TAG’s president and founder. “We greatly enjoyed our collaboration with the creative team at Hungama and we believe Hungama will stand out in the market.”
Hungama marks the third channel launch TAG has completed in India in the last two years. In 2003 TAG was chosen by NDTV to launch two news channels in India – one targeted at a Hindi audience and the other targeted at an English audience. Both channels have risen to the top of the ratings.
 
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