15 Dec 2017
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Vh1 Supersonic ’17 almost doubles sponsorship value

MUMBAI: Although shifting its base from Goa to Pune was a huge peril, Viacom18’s marquee property, Vh1 Supersonic, witnessed positive response from the sponsors for its 2017 edition.

The total sponsorship value has grown nearly two-fold since the previous edition and the organisers have succeeded in associating with brands across various sectors such as e-commerce, lifestyle and FMCG.

Going beyond conventional route of sponsorship, Vh1 Supersonic 2017 has strengthened its partnership with brands by ensuring seamless, symbiotic integration. Vh1 Supersonic is in the process of creating customised branded content for its sponsors such as after-movies for Gionee and Budweiser, webcasts as well as web series which would be aired across all channels of Viacom18 and its OTT platform, Voot, thereby reaching out to 90 million consumers.

The fourth edition of the festival is powered by Budweiser while Gionee has come on board as the title sponsor. The 2017 edition also received support from Fastrack, Mexitos, Ajio.com, Reliance Digital, Bisleri, Spraymint and Dot Shot.

Saugato BhowmikSpeaking about the sponsors’ response, Viacom18 Integrated Network Solution & Consumer Products business head Saugato Bhowmik said, “We aim to create unique experience for our festival-goers not just through music but also through different avenues such as gaming and food. Our advertisers and sponsors understood our vision, hence it didn’t matter that we shifted our venue to Pune from Goa.”

According to Bhowmik, the shift to Pune was an economically viable discussion. “Our brand was born in Goa, but we believe that we have to offer transformative experience to our audiences. We moved for our audiences. While Goa is beautiful, it is expensive for large part of audience. It doesn’t enable us to create the experience that we want to offer because everything is expensive, and we end up displaying only half our vision. With Pune, everything came together; we are well connected in terms of transport, and the cost production is not high, so we are able to offer affordable tickets and it gives us an opportunity to invest in the on-ground experiences with technology, food, curation and more.”

In the fourth edition, the organisers have not only changed the venue but also the festival month—instead of December, Vh1 Supersonic will now be hosted in February. This year the festival will take place from 10 to 12 February.

The festival boasts a promising artist line-up featuring three headlining acts—Eric Prydz, Macklemore and Zedd, as well as over 50 artists from across genres. Apart from music, the festival will also offer a unique on-ground experience with the help of augmented and virtual reality. They have also hosted numerous hangout zones, filled with fun and adventurous activities, games, curated beer garden, engaging art installations, flea markets and around 25 different styles of food.

Commenting on the transformation, Bhowmik said, “In the last four years, we realised that our young audience was inclined towards wanting newer experiences and diverse musical genres. Hence, we took a conscious decision to transform this edition into a multi-genre international music festival. This transformation, supported by the success of our previous editions, has led us to a near doubling of our sponsorship value this year.”