Mumbai: Viacom18’s general entertainment channel Colors has named Allison+Partners as its India public relations (PR) agency, following a competitive agency search process.

Allison+Partners is known for wide-ranging communication support given its award-winning work with a spate of innovative and iconic brands which best exemplify today’s confluence of entertainment, culture, music, and video, the company said in a statement.

“We are thrilled to add Colors to our growing portfolio of leading consumer and B2B brands in India and look forward to developing exciting, high-impact multi-platform campaigns at the edge of creativity and innovation,” said Allison+Partners managing director of India Pranav Kumar. “We look forward to bringing shows and cast closer through digitally-led PR brand and corporate campaigns for Colors via media and influencer relationships.”

The agency was recently named Provoke Media’s “Global Agencies of the Decade” and PRWeek’s “Top APAC Consultancies in 2021”. Allison+Partners continues its growth in the Asia Pacific region and key markets such as India by expanding its reach in the country.

“As an agency, our core belief is that it’s all about the work – working together with innovative brands and talented teams, to deliver impactful results," said Allison+Partners India senior VP of client strategy and operations Neha Merchant. “We feel privileged to be chosen by Colors and excited that our thinking resonates with the Hindi GEC leader’s approach towards continued category differentiation and unique programming.”