SonyLIV has unveiled a refreshed brand identity with a brand message, 'We Liv to Entertain' and a new logo. To convey the change in identity, a brand film has been conceptualised by Publicis.
The film opens at the Royal Indian Circus. Behind the scenes is a man trying to practice some skills. The scene shifts to the performance stage where the man, dressed as clown is performing that skill. The voice over says, 'Kamaal dikhaana, Kamaal ka kaam hai' (Keeping people entertained is a difficult thing to do). It goes on to show the different things the clown needs to do to evoke different emotions from the audience at the circus. It says that if one performs with heart, then achieving that great performance isn't a difficult thing to do. The film ends with Sony Liv's new logo and an introduction to the 'We Liv to Entertain' message.
Uday Sodhi, EVP and head – digital business, SonyLIV, said, “For the last four years, Sony LIV has enjoyed a pioneering and undisputed leadership position in India’s digital entertainment industry. As OTT content becomes more ubiquitous, it is time for us to renew our brand focus and differentiate ourselves on the key facets our viewers identify us by; that of providing them rich, stimulating and thought-provoking entertainment. We pioneered the concept of original web-series in the country and have also been instrumental in bringing audiences closer to the most popular sporting action from across the world. We decided to, therefore, re-energise our brand identity in conjunction with these USPs and clearly establish SonyLIV as the ultimate provider of entertainment, irrespective of screen, genre or audience segment. Our new positioning, ‘We LIV to Entertain’ is sure to connect with one and all.”
The film was published on 7 December 2016.
