Yash Raj Films taps Millennials through Viber

In the instant world of today, many no longer use SMS, or even call. They rely on instant messaging apps to communicate. Infact, if you still use text messaging, you are certainly considered old school.

In a move, therefore, to cater to its younger audiences, film production house Yash Raj Films (YRF), has tied-up with Viber, a popular instant messaging application. YRF has on boarded Viber's 'Public Chat' feature to connect with all its fans and share regular updates and content through this platform. For the record, YRF aims to maintain the first mover advantage in this space by utilising the power of mobile dominance.

Anand Gurnani, vice president, digital, Yash Raj Films, says, "Millennials speak a new language and it is instant messaging. We need to adapt in order to engage with this group effectively and foster a community bound by common interests. In digital, distribution is the key."

"We are glad to announce that YRF has joined Viber Public Chats. This will give our users access to music, photos and videos of their favorite movies and stars from within the app. The launch of Viber Public Chats has been one of the most significant developments at Viber, bringing an altogether new social media experience for our users", adds Anubhav Nayyar, country head, Viber India.