Vice India’s first documentary ‘Kya Bolta Bantai’ to premiere on VOOT

The documentary chronicles the rise of gully rap in India

e4m by exchange4media Staff
Updated: Jun 29, 2018 3:29 PM

Kya Bolta Bantai, a documentary on the gully rap scenario in India produced by leading youth media brand, Vice India is now streaming on lndia’s leading Video On Demand Platform, VOOT. VICE India’s first 30-minute standalone long form documentary charts the evolution of gully rap – an emerging genre of music that is slowly gaining momentum and entering the mainstream, being co-opted by Bollywood and other commercial ventures.

Directed by Naman Saraiya, Kya Bolta Bantai is a documentary that explores the journey of gully rap through the perspective of pioneers, including the renowned DIVINE, and also Zoya Akhtar (director of upcoming movie, Gully Boy starring Ranveer Singh) besides crews such as Dopeadelicz, Swadesi and spoof rappers Gari-B, of comedy collective Tadpatri Talkies.

After announcing full-scale operations under the banner in April this year, this partnership comes as part of the company’s “off-platform” strategy to allow its select original as well as partner content to be hosted and promoted to viewers across multiple destinations in the digital ecosystem. For instance, Kanchenjunga Calling, a series that explores the journey of a real-life hero Arjun Vajpai as he attempts to climb Mt. Kangchenjunga, VICE India’s first foray into partner content creation in India with Mountain Dew, PepsiCo, is also being distributed on Voot as part of this deal.

Speaking about the partnership, Chanpreet Arora, CEO, VICE India, said – “It is our endeavour as a full-scale media company to be omnipresent; establish strategic partnerships to take what we create to an environment where the relevant viewers are already consuming rich content. Kya Bolta Bantai is an attempt to create content that is relatable to the youth of the country in a unique format of storytelling that is true to the pulse of not only Mumbai, but our country at large.”

Speaking about the content Monika Shergill, Head - Content, Viacom18 Media Pvt Ltd, said – “It is great to partner with Vice India in bringing such inspiring stories to our audiences. At VOOT, our focus is on providing an immersive experience for our viewers through content that is inclusive and stimulating. Kya Bolta Bantai is sure to resonate with our users through its great story telling.”

VICE India is producing local content (video and editorial) across topics like food, music, politics, sports, sex, identity, nightlife, arts, and comedy, in partnership with relevant influencers, brands and artists in the country. In the upcoming month of July, VICE India will focus on covering sex-positive stories about sexual identities, sex toys, sex art, and more in India under the banner of The VICE Guide To Sex in India.

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