VOOT Unveils All-New Brand Identity Posted on | Brand Equity


The new brand campaign for VOOT, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user.

Viacom18’s video-on-demand streaming service, VOOT, has unveiled a new brand identity.

Since VOOT’s launch eighteen months ago, the digital media consumption landscape has witnessed a huge transformation. India today ranks as the No. 1 market for mobile data usage globally. Reduction in data prices and a significant increase in data usage have made India the world’s most exciting video streaming market.

The new brand campaign for VOOT, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user, seeking entertainment on their own terms.

Watch the spot:

VOOT is currently positioned amongst top 3 over-the-top Video Streaming Services in the country. Now, VOOT is all set to move towards new echelons of growth. Ushering in the next growth wave in 2018 is VOOT’s future ready expanded reach strategy initiated through a big focus on regionalization and international markets. VOOT’s journey ahead is represented through its all-new ‘bold and distinctive’ brand identity.

Turning the spotlight on regional content:

VOOT has set out an aggressive plan for 2018 towards expanding its audience base across regional languages and markets. The micro market focus strategy will see not just see a big dial-up in regional language content but also focus on full regionalization of the product. The regional content focus will include VOOT Regional Originals being produced across 4 key languages (Kannada, Tamil, Bangla and Marathi) and over 30+ shows on VOOT kids being made available across 6 languages (Kannada, Tamil, Bangla, Marathi in addition to English and Hindi).

Going premium:

2018 will also see VOOT bring alive its much-awaited premium offering. Completely ad free, VOOT’s premium service will include exclusive digital original content, international series & movies in addition to all content available through the regular service.

Taking it international:

2018 will also see VOOT make its international foray catering to the discerning needs of the Indian diaspora globally. VOOT International will take India to the world and will provide an immersive content and product experience that will include 50,000 hours of Viacom 18’s VOD library, VOOT Originals , Indian Kids content and Linear television channels (localized for each key market). The service will start rolling out in key markets from the second quarter of 2018.

Speaking about VOOT’s growth strategy, Gaurav Gandhi, COO, Viacom18 Digital Ventures said “The journey of VOOT has been an extraordinary one. In a short time, we have taken bold & progressive strides in the Video Streaming space. Be it global-first technology innovations or introducing award winning VOOT Originals, we want to do all that it takes to give our viewers the most immersive content backed by the best user-experience possible.” He further added, “In 2018 we will continue to dial-up VOOT’s presence across languages and geographies in addition to rolling out a premium offering for our viewers”.

Speaking about the new brand identity, Akash Banerji, Head – Marketing and Partnerships, Viacom18 Digital Ventures said “With the new brand campaign, our endeavor is to establish VOOT as an ultimate entertainment destination offering a multitude of choices that goes beyond the norm. #WHYNOT is not just an expression or a phrase, it is a belief system, a philosophy and a mindset that VOOT as a brand aims to foster and encourage in this country.”

This article was first published on brandequity.economictimes.indiatimes.com