Viacom18 refreshes VOOT brand; to expand in international markets


Viacom18 has relaunched its over-the-top video streaming service, VOOT, complete with a new brand identity and a new strategy to expand it.

VOOT plans to expand the reach strategy initiated through a big focus on regionalization and international markets. VOOT’s journey ahead is represented through its all new bold and distinctive brand identity.

Regional Focus
VOOT has set out an aggressive plan for 2018 towardsexpanding its audience base across regional languages& markets. The micro market focus strategy will see not just see a big dial-up in regional language content but also focus on full regionalization of the product. The regional content focus will include VOOT Regional Originals being produced across 4 key languages (Kannada, Tamil, Bangla and Marathi) and over 30+ shows on VOOT kids being made available across 6 languages (Kannada, Tamil, Bangla, Marathi in addition to English and Hindi).

VOOT Premium Service
2018 will also see VOOT bring alive its much awaited premium offering. Completely ad free, VOOT’s premium servicewill include exclusive digital original content, international series & movies in addition to all content available through the regular service .

VOOT International
2018 will also see VOOT make its international foray catering to the discerning needs of the Indian diaspora globally. VOOT International will take India to the world and will provide an immersive content and product experience that will include 50,000 hours of Viacom 18’s VOD library, VOOT Originals , Indian Kids content and Linear television channels (localized for each key market). The service will start rolling out in key markets from the second quarter of 2018.

Speaking about VOOT’s growth strategy, Gaurav Gandhi, COO, Viacom18 Digital Ventures said, “The journey of VOOT has been an extraordinary one. In a short time, we have taken bold & progressive strides in the Video Streaming space. Be it global-first technology innovations or introducing award winning VOOT Originals, we want to do all that it takes to give our viewers the most immersive content backed by the best user-experience possible.” He further added, “In 2018 we will continue to dial-up VOOT’s presence across languages and geographies in addition to rolling out a premium offering for our viewers”.

The aggressive growth strategy for 2018 will be represented through the new brand identity brought alive through a brand-new logo, refreshed on-air and off-air packaging and a disruptive brand film.

Speaking about the new brand identity, Akash Banerji, Head – Marketing and Partnerships, Viacom18 Digital Ventures said, “With the new brand campaign, our endeavor is to establish VOOT as an ultimate entertainment destination offering a multitude of choices that goes beyond the norm. #WHYNOT is not just an expression or a phrase, it is a belief system, a philosophy and a mindset that VOOT as a brand aims to foster and encourage in this country.”

Talking about the thought behind the brand film, Shriram Iyer, National Creative Director, Mullen Lintas said, “The idea of any new technology is to question the status quo. And VOOT’s new campaign is all about that. It’s about people who are not content with their current entertainment choices, have moved on and chosen to be on VOOT. The current campaign is about them and their question to the world ‘Why not’. VOOT has always embodied innovation and the same is true even for this campaign as it has an all new very disruptive creative-construct – which we believe will truly stand out.”

The Progressive Brand Ethos: The new Brand campaign for VOOT, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user, seeking entertainment on their own terms. The brand ideology comes to life through a powerful encore of #WHYNOT. #WHYNOT is much more than just an expression. It’s a war cry from the content hungry fans in this new digital-first India.

Logo & Packaging: The brand’s new color identity is Purple – standing for being bold, high energy and premium- and promising an exhilarating experience that drives imagination through our powerful storytelling.

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