Scale of the campaign is similar to any FMCG product launch: Shantanu Gangane, Viu India

The Head of Marketing is expecting three to four times growth on OTT platform’s current numbers through its first 360-degree marketing campaign in Hindi and Telugu

e4m by exchange4media Staff
Updated: Aug 28, 2017 7:43 AM

Global technology-driven media company Vuclip is going all out for its first integrated brand marketing campaign called ‘Kaafi Feels Bro!’ for its OTT player Viu India to make it the go-to destination for compelling and engaging content. The 360-degree campaign, conceptualized by Bates Chi & Partners India, is being rolled out across TV, print, OOH and social media platforms after more than a year of Viu India’s launch in the market. Shantanu Gangane, Head of Marketing, Viu spoke about the scale of the operations and said, “It will be similar to any FMCG product launch. It’s fairly well spread in terms of market and media. So, you can understand the magnitude we are spending on this.”  


Gangane also expects a decent uptake in the downloads and installations. He added, “From that standpoint we are looking at 3-4X kind of growth on our current numbers.”


In the regional space, Viu India first forayed into Telugu with shows like ‘McDowell's No.1 Yaari Show with Rana Daggubatti.’ In fact, the campaign created in Hindi and Telugu signifies the availability of multilingual content on the OTT platform, both original and licensed. Gangane points out that the communication doesn’t just cut across Bombay, Delhi and Hyderabad given the consumption they have seen from tier-II and III cities. The TG is between 18 and 40 to address ‘enough critical mass.’ “But most of the consumption comes from viewers aged 18 and 24 beyond Mumbai, Delhi and Hyderabad from places like Vijaywada, Vizag, Guntur, Nagpur and Pune,” he said. 


The campaign’s brand film titled ‘Kaafi Feels Bro!’ leverages its popular shows and echoes the essential intent of offering content that appeals to consumers’ emotions across genres such as horror, drama, romance and comedy on Viu. The TVC, with scenes from shows like ‘Gehraiyaan’ and ‘Spotlight,’ shows people immersed in the viewing experience to the extent of feeling like a part of the story.


When it comes to original content, Gangane made it clear that Viu will be the largest player in India. Going ahead, four bilingual fiction shows will be launched. He talks about the robust line-up which he insists is insight-driven. “On September 8, there will be ‘Social,’ a social media thriller presented by Rana Daggubatti with Naveen Kasturia of ‘TVF Pitchers’ fame in the lead. We are getting into pre-production for shows in 2018,” he said. He also hinted at more than one show being launched every month without disclosing further details.  


There will be promotions for each show post the launch. Gangane feels there’s no point in building hype for a product that still doesn’t exist from a consumer point of view. “This is keeping in mind that product needs to be available through the distribution channels while you are promoting your product.  From a classic FMCG perspective this is exactly the point. We are looking at it from economies of scale perspective where we are going to market with two content pieces at the same time. We have two types of releases, episodic week on week and binge watching. We will be promoting 19-20 episodes that are available to the consumer,” he said.


 In future, Viu India’s viewers will also get access to new Korean content (which will be simulcast,) courtesy Vuclip’s exclusive tie up with all major broadcasters from South Korea for all the territories they operate. According to the marketing head, Indian users of the OTT platform consume more than 300 minutes per week on average. 


Earlier, Vuclip's parent company PCCW, Hong Kong's telecom giant, has raised $110 million from a Chinese investment group Hony Capital, iPhone maker Foxconn and Singapore sovereign wealth fund Temasek. The trio are taking an 18 per cent stake in PCCW International OTT, giving it an implied valuation of $611 million according to media reports.

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