The CHANNEL IDENT...

VOI had taken a conscious editorial decision to ‘break out of the box’. In a scenario where all Hindi news channels were moving to infotainment, they wanted to focus on hard core news. In the words of their editorial head, “Badalte bharat ka aaeena hoga Voice of India‘(VOI will mirror the evolution of new India). With this as the core thought, we got the logo to break out of a box (an ice cube!) accompanied by all the fire and power that the team was charged with! The music was also used as a branding device and did not follow the beaten track, using Indian classical vocals along with contemporary music, to create a sign-off with high recall value.