Viacom18 has rolled out a campaign for its digital VOD offering Voot. The campaign consists of three films that have been conceptualised by Mullen Lintas.
One of the films is set in an airport. A young man is in the line for security check, watching a video on his phone. He pauses the show and leaves his phone in line to be scanned. As he's cleared, he waits eagerly for his phone and other belongings. Restless, he alerts the security staff to hand over his phone to him. They ask him to wait as they pay attention to another passenger with all kinds of stuff in his bag. The boy's phone is in a tray after this bag. He keeps trying to get his phone back in a hurry. The lady screening the bags asks him to be calm and quiet for a bit. And they find more suspect stuff in the other man's bag. When the lady screening the bags asks her colleagues to put the contentious bag back in for screening again, the young man loses his patience. He makes an animated leap onto the machine to continue watching content on his mobile, via Voot.
Two other films follow a similar storyline of viewers getting addicted to Voot and its content and kept waiting. One features a young boy just out of the shower with his mother drying his hair. Another features a young woman asked by her father-in-law to help with decorations for a birthday celebration, interrupting her saas-bahu serial.
Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on Voot. All our efforts have been to create the Voot experience – both in terms of content & the product offering - that will leave our viewers addicted and therefore keep coming back for more anytime & anywhere. And that is the singular message that you will see in all our communication - You are most happy when you Voot , but being away from Voot will leave you restless and wanting wanting for more!”
Ayyappan Raj, executive vice president, Mullen Lintas, said, “With the kind of content Voot plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of great quality content that is available on your terms is that it can be quite addictive. Hence through this campaign, the brand promises that ‘The Voot content is so good that you will never want to be away from it’. We are excited with the way the entire campaign has shaped up.”
The films will be promoted across television and digital. They went on air on 18 May 2016.