Lamhe, the awaited new channel gears for launch on 10th June with a start to its marketing campaign this week as the UK audience will see the first look across outdoor, print, TV and more. The channel distinguishes itself with the aim of showcasing only the best of classic Dramas in the history of South Asian entertainment, plus Bollywood Classics and more. Viewers will be treated to favourites such as Astitva, Amanat, Kasamh Se, Hasratein and more.
The channel identity strikes a balance between nostalgia of the past and the present moment. Whilst the channel name connects with special memories, the logo has a modern and distinctive flow, with the aqua theme color creating a fresh and contemporary warmth and connecting with the core female audience of the channel.
Archana Kanade, Business Head – Free-To-Air Channels said,
“We are creating a zone where the audience feels a comfortable connection both with their culture from back home as well as the culture and their life in the country where they currently live. The colors and elements of the channel are distinctive from other South Asian channels, with a subtle calmness, to play on the emotional level with the audience. By creating visual emotive narratives of nostalgia, we associate Lamhe with the same positivity of fond memories for the viewer.”
Viewers can enjoy the new channel from Monday 10 June, free on Sky 789. Also available on Virgin Media 811.