Viacom18’s video on-demand streaming service, VOOT, is all set to continue its strong growth momentum in 2018. Ushering in the next growth wave in 2018, VOOT is focusing on regionalization and international markets. VOOT has set out an aggressive plan for 2018 toward expanding its audience base across regional languages and markets. The micro market focus strategy will see not just 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 four key languages (Kannada, Tamil, Bangla, and Marathi) and over 30+ shows on VOOT kids being made available across six languages (Kannada, Tamil, Bangla, Marathi in addition to English, and Hindi).
2018 will also see VOOT bring alive its premium offering. Completely ad free, VOOT’s premium service will include exclusive digital original content, international series, and movies in addition to all content available through the regular service. The streaming service will also 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 Q2 2018. The aggressive growth strategy for the next year will be represented through the new brand identity brought alive through a new logo, refreshed on-air and off-air packaging, and a disruptive brand film.
The new brand campaign, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user, seeking entertainment on their own terms. The brand ideology comes to life through a powerful encore of #WHYNOT. VOOT intends to inspire a change through this campaign, having users challenge the status quo, question the existing habits of consuming media. The brand’s new color identity is purple.