Orchard Advertising is creative agency for Colors

The creative for Colors, the channel known for Askhay Kumar's thrilling presentation 'Khatron ke khiladi', will be handled by Orchard Advertising. An affiliate of Leo Burnett, Orchard will handle all advertising responsibilities for the channel.

Rameet Arora, marketing head, Colors said, "After a series of meetings with various agencies, we are pleased to have found an excellent team in Orchard Advertising that has experience, like-mindedness and capability to help us build a stronger brand and take Colors to the next level."

Added Thomas Xavier, chairman, Orchard Advertising, "Colors is a very challenging assignment in the extremely competitive general entertainment category. With great content and innovative marketing ideas they have already changed the face of general entertainment. We are looking forward to being on board in this very exciting brand journey."

The channel chose Rediffusion Y&R for its launch campaign in July 2008 but in September, it called again for a pitch.

The launch campaign was created by Rediffusion Y&R and had the channel's trump card, Fear Factor – Khatron Ke Khiladi, as its core element.

The five-month-old channel did very well and retained its No 2 status for the fourth consecutive week.

There is no change on the media front – TME will continue to work on the channel. The account is estimated to be worth Rs 40 crore.