Global handset brand Vivo, has forged a strategic marketing and communication partnership with Viacom18 Integrated Network Solutions (INS) as part of its plans to enter the Indian market. INS (a network division of Viacom18 launched two years ago) will help the smart phone brand Vivo build the brand in the minds of the Indian consumer in its foray into the country through the Viacom18 bouquet of iconic brands in the broadcast and live properties during the first phase.
While the deal between Viacom18 and Vivo mobile is a global phenomenon with existing network initiatives across Malaysia, Indonesia, Thailand, Singapore and so on, it is a novel step in the Indian Media & Entertainment sector. As part of its mandate, INS will put to use large impact live properties and genres such as Music to Comedy catering to various target audiences, and also key broadcast properties of the network across brands. All other marketing and brand communication activities will also be conceived and executed by INS.
Sudhanshu Vats, Group CEO, Viacom18 Media Pvt. Ltd. commented, “This is a landmark partnership for us at Viacom18 and especially for INS. The collaboration opens new avenues for media conglomerates to go beyond the perception of being a mere vehicle for advertisement. With a network like ours – with multi-screen, multi-platform, multi-regional presence - that caters to Vivo’s core TG of 18 to 34, we make for an ideal partner to provide complete brand solutions.”
On the partnership, Jaideep Singh, Senior Vice President, INS, Viacom18 Media said, “INS has steadily worked towards building large IPs and also building strategic partnerships across brands in the past year using all network delivery points – which are now established as top notch in their categories. The association with Vivo is a very unique, symbiotic partnership. The role of a media company is no more just to be an advertising platform. We must present ourselves and work towards becoming a complete solutions provider.”
Said Jacky Liao, Director, Vivo Mobile India, on the association, “We are excited about this association with Viacom18 for our India launch. India is a vast and diverse market for us and partnering with Viacom18 is the most obvious choice considering their deep awareness of the Indian consumer to help us create extreme experiences to Indian consumers across our on-ground and broadcast properties. Having worked with Viacom internationally in other markets, we repose great confidence in Viacom18’s capabilities and look forward to building a long and fruitful relationship together.”
The association between Vivo and Viacom18 will be across broadcast and live platforms in the youth, music, and comedy genres with Brand like MTV, Vh1, Comedy Central and Colors.