MAM

Vice India raring to break into a sprint

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/23/arora.jpg?itok=HSIKHQ2d

MUMBAI: Vice India is betting big on its creative agency Virtue Worldwide, which has helped provide solutions to brands in several markets.  Among the brands under its banner are ABInBev, Samsung, Uber, Airbnb and Google.

Now, the agency within the Shane Smith, Suroosh Alvi-founded outfit is rolling out its suite of brand solutions in India.  Among the first partnerships, it has announced, is the one with PepsiCo’s Mountain Dew.

The collaboration will see the Vice crew follow and explore the journey of a real-life hero Arjun Vajpai as he attempts to climb Mt Kangchenjunga – one of the most difficult summits to conquer.

“We are excited to be the first to work with Vice India, that aims to be the vehicle and voice for the Indian youth. This partnership represents the convergence of two brands coming together to tell an inspiring story of courage to millions of young consumers across the country,” says Pepsico India associate director –Mountain Dew Naseeb Puri.

Adds Vice India chief executive officer Chanpreet Arora:  "We are happy partnering with PepsiCo on one of our first content pieces in India so that the stories we want to tell reach out to the country with the help of one of India's biggest and most recognisable brands.”

Arora, along with head of content Samira Kanwar, has been working on roping in more than 40 young journalists, editors, producers and creatives in India to focus on content production, editorial, creative services and content distribution. The focus, according to a Vice India release has been to put in place “a local, young and experienced leadership team, deeply embedded in the culture of India.”

She hopes that other brands will sign on with Vice India, which is being positioned as a full-scale media company with content at its centre and a multi-platform distribution plan – producing scripted, film, news and culture content from India for television, SVOD, OTT and digital platforms. The launch date is planned for April, and the teams in both the cities have been working at a frenetic pace to get things up and running by D-Day.

Points out the Delhi-based Arora: “We are committed to building a company that speaks to a generation that is defining today's cultural conversation in India and that is based on values of empathy, equality and inclusion. All our decisions, including choice of partners, must reflect this core belief.”

Vice India’s planned local content will span conversations across topics like food, music, sex, identity, nightlife, arts, politics, literature, and comedy, showcasing the realities and diverse aspects of India without conforming to the boundaries set by multiple languages or cultures.

Reveals the Mumbai-based Kanwar who is spearheading all the content offerings that Vice will dish out: “Content sits at the centre of everything we do. We hope to create content and experiences that matter to India's youth irrespective of the language or regions we come from. Vice India will be a platform for young people to speak up, be heard and also feel at home about their own identities and ideas.”

Adds Vice CEO Asia Pacific Hosi Simon: “Vice India’s goal is to be deeply locally relevant for youth across all parts and cultures of India. We are very thankful for our partnership with The Times of India, led by Times Bridge. Together, we have architected as ambitious a launch as Vice has put together anywhere in the world.”

The Times Group investment arm Times Bridge CEO Rishi Jaitly, highlights that Vice India is poised to delight millennial and GenZ audiences across the country from day one. Says he: “The stories and experiences produced by Vice India will engage youth culture here in a manner not previously seen. We're proud of our team and look forward to a breakthrough 2018."

For Vice globally, one of the big changes that happened earlier this month was the elevation of Shane Smith as executive chairman from CEO and the stepping in of former A+E Networks CEO Nancy Dubuc as his replacement. A&E was one of the earliest investors in Smith’s vision for Vice.  Smith was kicked upstairs to focus on content creation and forging strategic deals and partnerships to grow the company. 

Also Read :

Chanpreet Arora appointed CEO of Vice Media India

Vice Media to launch Vice India on April 2

Vice Media to build largest OTT platform, expand to 80 markets by early '18

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/la.jpg?itok=-iO8mQND
L’Affaire, a luxury lifestyle Soiree by Godrej Group set to create a surreal experience this February

L’Affaire, a luxury lifestyle platform by the Godrej Group, is back with its third edition and is all set to bring together the who’s who from across Mumbai.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/volleyball.jpg?itok=yHkBFygg
RuPay becomes title sponsor for Pro Volleyball League

RuPay, the flagship product of National Payments Corporation of India (NPCI), acquired the title sponsorship rights of India’s newest franchise-based sports league, the Pro Volleyball League, which is set to start on 2 February.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/sonu.jpg?itok=eRxQRRXR
Ipsos India in overdrive with Mystery Shoppers

Barely two months since Ipsos launched Mystery Shopping in India, apart from marketers who are capitalizing on the opportunity for securing unbiased feedback from customers to improve products and services, there is also an interesting opportunity emerging from the consumer’s standpoint.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/kalyan.jpg?itok=3n19zdUS
Kalyan Jewellers hosts exclusive evening with Shweta Bachchan Nanda at Ahmedabad showroom

Kalyan Jewellers, India’s trusted and leading jewellery brand today hosted an exclusive evening for some lucky customers from the city.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/nori.jpg?itok=ccCt5qGy
One Take Media Co acquires 3D Animation Show Nori-Roller Coaster Boy

One Take Media Co(OTMC), pioneer in Movies, OTT, VAS, kids contents expands its catalogue with the acquisition of sought after Nori–Roller Coaster Boy from Xrisp, South Korea.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/rishi.jpg?itok=GankZCUY
Rishi Vasudev to head Myntra-Jabong fashion and lifestyle division

Just a week after naming Amar Nagaram as the head of Myntra-Jabong, Filpkart has now promoted its fashion department head Rishi Vasudev to handle the additional responsibility of the fashion and lifestyle categories of its fashion portals Myntra and Jabong.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/pankaj.jpg?itok=jcmGL7Xi
Pankaj Vasani wins ICAI’s “chief financial officer of the year” award 2018

Publicis Groupe’s Executive President & CFO, South Asia, Pankaj Vasani, has been awarded “CA CFO of the Year in the Media & Entertainment Sector” by the Institute of Chartered Accountants of India (ICAI) at the 12th ICAI’s Leaders & Business Excellence Awards held in Mumbai on 19...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/Bajaj.jpg?itok=zHewu0GZ
Bajaj Auto launches new brand identity ''The World’s Favourite Indian''

Bajaj Auto Ltd, India’s leading automobile company, has released its new identity as “The World’s Favourite Indian” to announce its dramatic transition from a domestic scooter maker to a global motorcycle powerhouse in only 17 years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/idbi.jpg?itok=qziHfwOC
Seven talented children emerge as the winners of the first edition of the IDBI Federal Quest For Excellence

After receiving thousands of entries from across the country and even internationally, IDBI Federal Life Insurance today announced the names of the seven talented children who have been selected as the winners of the first edition of the IDBI Federal Quest For Excellence #YoungChamps programme.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories