From the investments and the line-up of sponsors, LIVE, Viacom18’s marquee property, Vh1 Supersonic 2017, scheduled from February 10 to 12, is only get bigger and better. While Gionee has come on board as a title sponsor and the festival is powered by Budweiser, the total sponsorship value this year has grown nearly two-fold since the previous edition, with inclusion of brands such as Fastrack, Mexitos, Ajio.com, Reliance Digital, Bisleri, Spraymint and Dot Shot. These brands are looking to reach out to 90 million consumers, given the strength of Viacom18 network channels and OTT platform, Voot.
Saugato Bhowmik, Business Head, Integrated Network Solution and Consumer Products, says, “The attendance is expected to double. Every part of the festival is carefully thought through, including connectivity to venue and access points. The amount of content we are putting out has more than doubled. Even the marketing to drive in people has more than doubled. With every passing year, we are putting in a lot more effort and resources.”
This time the sponsors have gotten more involved in the fourth edition of the festival and are in the process of creating branded content with the Viacom18 including after-movies for Gionee and Budweiser, webcasts and web-series that would be aired across channels like VH1, MTV, Comedy Central and Colors Infinity and its OTT platform Voot.
Bhowmik adds, “There will be 10 odd pieces of content that will find its way to Voot. For Gionee we are doing a VJ hunt and creating a web cast by Nikhil Chinapa who will talk on the music industry. We are also creating a six-part web series on the lives of Supersonic fans. We are co-branding with Fastrack for Supercrew initiative where we are engaging with youngsters. There will be after movies by Budweiser. Brands are coming on board and we are keeping in mind their brand philosophy and weaving it into our festival.” He goes on to mention that their branded content for key partners will ‘live much longer after the festival.’
He says, “The brands want to create engaging content to target their audience. They are seeing it as one of the key parts of their annual marketing plans.”
A lot of the content will be on their social media channel. The marketing has touched upon print, television and outdoor as well. “120-sites outdoor plan is on as we speak,” Bhowmik says.
Apart from the key partnerships, Viacom18 has also tied up with cab aggregator Uber for conveyance and online travel company Cleartrip for transportation and accommodation. “They are all going to market us.”
Streams of revenue include branded content, ticketing revenue, sponsorship revenue and F&B revenue. On the challenges of breaking even, Bhowmik adds, “There’s a clear pathway in getting better financially.” He has made a conscious decision to leave out active commercial and merchandising this year as he wants to revamp the vision of Supersonic.