Sony LIV, Multi Screen Media (MSM’s) digital video entertainment brand has launched an exclusive original web show exclusively for the Digital platform #LoveBytes which began on September 7. The show is centered on an urban Indian romance and is relatable for the digital destination’s millennial audience. The web series is exclusive to Sony LIV digital platform is supported by a 360 degree marketing campaign with video blogs and social connect with the protagonists.
Speaking on this initiative, Uday Sodhi, EVP and Head -Digital Entertainment said, “From launching digital premieres of the world’s best entertainment properties to becoming the country’s first digital VOD platform to produce a song, Sony LIV has been at the forefront of innovation. With our signature series, #LoveBytes we offer consumers a digital-first experience like never before. The fact that the show has been made as an independent, exclusive series for Sony LIV also bolsters the widespread popularity of the digital destination. With this, Sony LIV becomes the first digital OTT platform to foray into original production. Setting a benchmark in the video entertainment space, we plan to further invest in original content with new concepts and ideas.”
Directed by Vishal Mull, #LoveBytes stars Kushal Punjabi and Sukhmani Sadana. Each episode of the show plays out the trials and tribulations of the leading characters Ananya’s and Abhishek’s romantic relationship. With an urban and youthful flavor, the series underlines what makes these two very different individuals click and sometimes clash.
The theme of the show has been specifically crafted keeping Sony LIV’s cosmopolitan viewership in mind.