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Viacom18 INS' plans to boost growth

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | December 25, 2014
Currently, the business solutions division is aiding Vivo Smartphone's launch in India. It will also kick off Vh1 SuperSonic on December 27, in Goa.

Integrated Network Solutions (INS), the brand solutions offering from the Viacom18 stable, is on a high. The division has managed to create 13 IPs (intellectual property) since its launch in March 2013.

Vh1 SuperSonic

Jaideep Singh

With these IPs, the company brought to the fore over 320 International and Indian artistes to its live platforms and engaged with millions through 207 on-ground events in 2014. INS recently facilitated the launch of China-based smartphone company Vivo in India. The company is handling all the communication and marketing for the latest entrant in the country.

Besides, INS is set to kick off the second edition of Vh1 SuperSonic on December 27. The four-day fest boasts of a line-up of around 140 artistes in Goa. Building on last year's vibes that put Vh1 Supersonic on India's list of must experience festivals, this year's event will see artistes like Paul Van Dyk, Dash Berlin, Above & Beyond, Infected Mushrooms, Roger Sanchez, Carl Craig, The Chainsmokers, Stanton Warriors, Dillon Francis, BL3ND, FUNKAGENGA, HOOK N SLING, MARK KNIGHT and MAT ZO turning up the level of excitement and energy on the sultry sands of Candolim beach in Goa.

Apart from the world renowned legends on board, Vh1 Supersonic also elevates established Indian artistes like Ash Roy, Tuhin Mehta, Vachan Chinnappa and many others, making it a perfect blend of international and home-grown talent.

The event has partnered with 33 brands. The presenting sponsor for the event is Gionee while Tuborg Zero is the title partner.

The year gone by

LIVE Viacom18, the creator of multi-dimensional properties in the music and entertainment space entered a new phase in 2014. The division amplifies the brand experience by leveraging the strength of the network while engaging more than 20 million individuals on the digital platform and a further 75 million on television.

Jaideep Singh, senior vice president and business head - Integrated Network Solutions, says, "Our focus has been to bring engaged entertainment to the people no matter where they are and what their preferences in genre are. We are taking our properties to tier II markets, to clubs, to colleges amongst others. It's exciting times of Viacom18 and we believe in 2015 LIVE entertainment will grow at an even more rapid scale."

What started as 16 on-ground events in 2013 has extended to 210 events in 2014. The much-awaited Vh1 Supersonic, which began as a year-end festival in its first year is now an IP which has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled to be held in Goa.

Property extension for MTV Bollyland has manifested into 12 city concerts from its origins in one gala night in Delhi, while MTV Live saw concerts with key Bollywood musicians in three different cities this year. Emerge associated with international artistes like Dismantle, Go Go Berlin and The Virginmarys on a three-city tour leading to nine Dance Music extravaganzas. INS brought to the fore over 320 artistes performing at various events by INS.

Commenting on the partnership of vivo and Viacom 18, Jaideep Singh said, "Viacom 18 is doing path-breaking work in the brand solutions space. vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client."

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