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Mullen Lintas wins creative mandate of Viacom18's VOOT

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 23, 2016
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The video-on-demand platform from Viacom18 will be soon launched for consumers.

The media conglomerate Viacom18 has appointed Mullen Lintas, the advertising agency of the MullenLowe Lintas Group as the creative partner for its video-on-demand platform VOOT. The agency's mandate would be to provide strategic recommendations related to marketing and to bring in advertising ideas to promote the brand extensively.

Gaurav Gandhi

Amer Jaleel

Virat Tandon

Commenting on the account win, Gaurav Gandhi, chief operating officer, Viacom18 Digital Ventures, says, "As we set out to launch a new brand in this space, we needed a creative partner who could not only help build a distinct positioning for VOOT, but also bring to life key facets of our product and content proposition in the campaigns. Our choice for Mullen Lintas is not just because of the fantastic credentials of the agency, but also the very deep consumer insights and creative edge that the team brings with it."

Amer Jaleel, chairman and chief creative officer, Mullen Lintas, adds, "We are delighted to partner Viacom18 for its high-decibel launch of VOOT. Time and place are no longer the deciding factors for accessing entertainment. This is the future of entertainment and we have no doubt that VOOT will play a big role in shaping this category. We are committed towards creating magic for the brand VOOT."

According to Virat Tandon, CEO, Mullen Lintas, technology is changing the way people are consuming content. "Video-on-demand is the next big leap after the remote control. It's a super exciting space and gives an opportunity to create the next big entertainment brand in this new tech world. It is also exciting to work with some remarkable bunch of people at Viacom18."

VOOT is a digital video entertainment platform launching with over 17,000 hours of content (across languages and genres) including TV shows, content for kids, and films. This will be supplemented by fresh and original web series, digital films and other original content created only for VOOT. Content on VOOT will be classified based on genres such as reality, comedy, drama, and kids, and has been formatted based on a year's research on what people watch on digital video platforms.

VOOT is a free, ad-supported, digital video-on-demand platform from the house of Viacom18, the media conglomerate, which is a joint venture between Viacom Inc. and the Network18 Group. It runs channels such as COLORS, Nickelodeon, Comedy Central, and MTV.

Launched on August 1, 2015, Mullen Lintas is the creative agency from the MullenLowe Lintas Group. It is headquartered in Mumbai, and has a presence in India in cities such as Bengaluru and New Delhi.

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