Viacom18's youth, music, and english entertainment cluster has announced the launch of a Non-Fungible Tokens (NFTs) marketplace called 'FullyFaltoo'.
The platform will offer digital art conceptualised and created by the team that brings to life iconic brands like MTV, Vh1 and Comedy Central in India.
With this marketplace, brand and creators/users will be given the safety benefits of GuardianLink.io’s Anti-RIP NFT technology, which will ensure the security of minting, transferring and storing NFTs.
The marketplace is set to go live globally on 14 February 2022.
This initiative also marks the extension of the FullyFaltoo franchise from the show on MTV to a brand solutions studio, and now an NFT marketplace, which will provide fans with the opportunity to claim ownership over edgy and unique digital art pieces, inspired by iconic pop culture properties like Roadies and Bakra, up for auction across the globe.
Users will be able to buy the NFTs at a set auction price and will have to register on the platform to purchase the use of a custodian wallet.
To ensure widespread awareness on its maiden NFT marketplace, FullyFaltooNFT.com, the cluster will roll out an elaborate integrated marketing plan to leverage Viacom18’s presence on digital and linear TV.
The campaign will also aim at educating consumers about non-fungible tokens and digital collectables while attracting viewers to bid on the platform.
Anshul Ailawadi, head – youth, music and english entertainment, Viacom18, said, “The global Media and Entertainment industry has recognised the power of NFTs. As one of the world’s largest media markets, India is uniquely positioned to be at the focal point of this ‘Web3 revolution’. The brands that make our YME portfolio - MTV, MTV Beats, Vh1, Comedy Central and Colors Infinity, have always stayed ahead of the curve when it comes to emerging trends and pop culture. Our entry in the NFT space with Fully Faltoo is another step in the same direction.”
Ailawadi added, “The Fully Faltoo collection will be edgy and quirky. This is special for us as we're giving our fans a chance to own a unique piece of our legacy. We look forward to building FullyFaltoonft.com as the go-to destination for must-have digital art.”
Ramkumar Subramaniam, co-founder, CEO, GuardianLink.io, said, “We are elated to work with India’s leading entertainment conglomerate - Viacom18 to launch this NFT marketplace. As a technology framework ecosystem, Guardian has always been at the forefront of the race to build and operate some of the largest Marketplaces and most advanced Creative NFTs in the space. With its foundation in Creative Media, Guardian has led the race in terms of designing high impact creative NFTs protected by our Anti.RIP technology and legitimacy protocol.”
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