Vikatan.TV successfully executes brand integration for VCare Shampoo Hair Colour

As a part of the brand integration exercise, an exclusive scene was weaved into the YouTube telecast of the TV serial 'Naayaki'

e4m by exchange4media Staff
Updated: Jun 24, 2019 4:50 PM
Vikatan and VCare

Vikatan.TV, a leading YouTube Channel from the Vikatan Group, has successfully executed a Brand Integration for VCare Shampoo Hair Colour brand in the YouTube telecast of its successful TV serial, Naayaki. With over 4.6 million registered subscribers and a daily reach of over 1.6 million, Vikatan TV is No. 1 in Tamil Content YouTube Channel.

Vikatan Connect, the Media Marketing & Brand Solutions team of Vikatan Group has successfully conceived and executed this brand integration for VCare Shampoo Hair Colour on account of Father’s day celebration. V Care Shampoo Hair Colour, from the Chennai based V Care Cosmetics, helps the user to colour their hair black just by shampooing without the complex hair dyeing process which is a major irritant for many users.

In the episode of Naayaki, which was webcast on VikatanTV on 18th June 2019, Vikatan.TV executed this brand integration for V Care Shampoo Hair Colour. Naayaki is one of the most watched TV serials in Tamil Nadu. With BARC rating of 11.27 (Week-24, 2 + audiences, TN + PONDY), it has a huge online following when the daily episode gets webcast in YouTube starting 8:31 PM every day.

As a part of the brand integration exercise, an exclusive scene was weaved along with the screenplay where the core benefit, actual product and the application of V Care Shampoo Hair Colour was seamlessly integrated into the screenplay. This first of its kind of brand-to-content integration in the webcast of TV serials in YouTube has opened up a new revenue source for the production houses and TV content producers.

The brand integration scene is approximately about 3 minutes in the entire 24-minute episode. In the 15th minute of the episode, the father of the protagonist is persuaded by the protagonist himself to use V Care Shampoo Hair Colour ahead of a family wedding. As a result of which, product features, benefits, and its usage got depicted in a way that viewers understand the product advantages.

B Srinivasan, Managing Director, Vikatan Group

B Srinivasan, Managing Director, Vikatan Group said “This brand integration signifies a major milestone in the history of Vikatan Televistas and Vikatan.Tv. It also showcases the understanding and strength of Vikatan Connect Team, which has understood and decoded VCare brand needs, our content architecture and devised a solution to drive the brand communication forward. At Vikatan Connect, we understand that the brands today look at engagement and ROI for their media investments, while continuously exploring the possibilities of integrating their brand message seamlessly in a subtle way. Contextually, Hair Colour category is growing in India. With a penchant to look younger, the men are looking for a colouring solution that is easy to use. With the recent Fathers’sday celebration, we collaborated with V Care and seamlessly integrated their brand communication in our storyline. For our forthcoming YT exclusive original production tentatively titled ‘Kann pesum varthaigal’ (Language of the eyes), we are in talks with leading brands, both national and regional, for such appropriate brand integrations.”

Radhika Srinivasan, Creative Director, Vikatan Televistas said “Over the last 2 decades, Vikatan Televistas has understood the pulse of the TV viewing audience and held them through our captivating narrative. We understand the brands are keen to reach out their communication in the most effective way and want to engage in a meaningful conversation with their audiences rather than a buying simple TV Spot. We are open to selective contextual brand integration, which is neither glaring nor affecting the core narrative, without alienating the viewer for a mutually win-win solution.”

Naayagi- Episode 406, 18/06/19

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.