Viacom18, which has announced a new channel, Sonic, has brought on board Vizeum India as its media agency. The creative mandate rests with Scarecrow Communications.
Sonic is Viacom18’s fifth channel in India after Colors, MTV, Nick and Vh1. The channel is slated for launch in mid-December.
Confirming the appointment of Vizeum India, Nina Elavia Jaipuria, Senior Vice President & General Manager, Nickelodeon India, said, “We had handed Vizeum the media mandate for Nickelodeon based on our assessment of their passion and experience in the business of brands. We hope to leverage the same for Sonic as well.”
Reacting to the win, S Yesudas, Managing Director, India Sub-Continent, Vizeum, said, “We are extremely delighted with this win. As an agency that’s focused on building clients as its ambassadors, we couldn’t have asked for anything more than this. Our association with Nickelodeon first got us an entry into MTV and we now have both Nick and MTV as our ambassadors. And then comes this recognition of the Nickelodeon management, placing their faith on us for Sonic. This business will be handled out of our Mumbai office.”
Meanwhile, Scarecrow Communications’ win is the culmination of a systematic long-drawn pitch process. On winning the business, Raghu Bhat, Founder-Director, Scarecrow Communications, said, “Sonic is a triumph of segmentation. Somewhere between puberty and adolescence lies a million-dollar opportunity. We are happy to partner Sonic on this treasure hunt.”
Manish Bhatt, Founder-Director, Scarecrow Communications, added here, “We have worked on briefs where the target audience is either a kid, a teenager, a housewife, an executive or an aam aadmi. But this time, we are working on a brand new audience and that is exciting.”
Sonic is targeted at India’s young adults in the 10-17-year old age bracket. The channel aims to be the ‘sci-fi platform for the Wi-Fi generation’, and therefore, will serve them with programming in the category of action, adventure and animation. This will be through television shows and movies.
Will Sonic work for Viacom18?