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Mullen Lintas wins creative mandate of Viacom 18’s VoD platform ‘Voot’
MUMBAI: As it gears up for the consumer launch of its advertising led video-on-demand (VoD) platform Voot, Viacom18 has appointed Mullen Lintas, the advertising agency of the MullenLowe Lintas Group, as its creative partner.
The agency’s mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand and also provide ideas that go beyond conventional advertising.
Commenting on the appointment, Viacom18 Digital Ventures COO Gaurav Gandhi 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. Our choice for Mullen Lintas is not only because of the fantastic credentials of the agency, but also the very deep consumer insights and creative edge that the team brings with it.”
Expressing his views on the immense scope that the brand presents, Mullen Lintas chairman & CCO Amer Jaleel said, “We are delighted to partner Viacom18 for their high-decibel launch of Voot. Time and place are no longer the deciding factors for accessing entertainment. This is the future of entertainment and we have no doubt that Voot will play a big role in shaping this category. We are committed towards creating magic for the brand Voot.”
On winning the new mandate, Mullen Lintas CEO Virat Tandon said, “Technology is changing the way people are consuming content. Video on demand is the next big leap after the remote control. It’s a super exciting space and an opportunity to create the next big entertainment brand in this new tech world. Also exciting is the opportunity to work with some remarkable bunch of people at Viacom 18.”
Voot is a digital video entertainment platform launching with over 17,000 hours of content (across languages and genres), including TV shows, kids content and films. This will be supplemented by fresh and original web series, digital films and other original content created only for Voot.
Content on Voot will be classified based on genres such as reality, comedy, drama, kids and other segments and has been formatted based on a year’s research on what people watch on digital video platforms.