In a first of its kind initiative, Star-India’s biggest TV Network extends the Channel [v] brand from the broadcast and digital space to an on-ground experience by introducing [v] Spot Café + Bar in India. The new exciting hangout space will present the opportunity to actually experience the brand and interact with it by focussing on the overall engagement, entertainment and experience that the viewers enjoy. The first [v] Spot Café + Bar will open in New Delhi on 28th May 2011.
The concept for the [v] Spot Café + Bar emerged after Channel [v] undertook extensive research of the most lucrative demographic of society – Youth. The café-bar is consistent with the Channel [v] DNA – Experimental, Informal, Irreverent and Witty. The youth’s preference in music, style, products, food, technology, entertainment has all been kept in mind while working on the offerings of the café.
Speaking on being the first youth brand in India to explore this space, Prem Kamath, Head, Channel [v] says, “Channel [v] constantly connects with the youth through their passions and interests. We have always been at the forefront of introducing unique formats and discovering fresh avenues of youth engagement. [v] Spot Café + Bar is an initiative by Channel [v] that aims to give the youth a tangible interaction with the brand. Each element in the café gets its inspiration from various themes associated with Channel [v]. Our aim is to make [v] Spot a cult hangout destination across the country and we have planned a nationwide expansion over the next couple of years. We begin the launch by opening the first café in New Delhi.”
The experience at the café is a combination of the aesthetics of the place, with bold interiors and refreshing themes, and the interactivity built in to provide entertainment through a never-seen-before use of technology. A quirky Ipad Menu, Video Walls and touch screen gaming TV’s are just the start in this direction. Adjustable lights create the ambience; music is customised to the café setting by day and the bar setting by night. Innovative use of colours has made the outlet funky and youthful along with the unique furniture and accessories that truly add a dash of [v].