As Viacom18 readies to launch VOOT, its video on demand (VOD) streaming platform, it has appointed Mullen Lintas as its creative partner. The creative agency will provide tactical recommendations to the media house on ways to market and promote the digital brand and also provide ideas that go beyond conventional advertising.
VOOT has been designed as an OTT video streaming service that would offer over 17,000 hours of content in different languages. This will be classified according to various genres such as reality shows, comedy, drama, kids, etc. Its content library will include a library of 150 films initially although the company wants to focus more on shows from its TV channels (Colors, Rishtey, Colors Infinity, etc), as well as exclusive programs for the service.
Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “As we set out to launch a new brand in this space, we needed a creative partner who could not only help in building a distinct positioning for VOOT, but also bring-to-life key facets of our product and content proposition in the campaigns. We chose Mullen Lintas not only because of its fantastic credentials, but also for the deep consumer insights and creative edge that its team brings.”