ITV

Tag: digital collectibles

  • Shemaroo & BharatBox sell out Jab We Met Geet digital avatars

    Shemaroo & BharatBox sell out Jab We Met Geet digital avatars

    MUMBAI: Just when we thought the digital collectible frenzy was just a passing fad, Shemaroo Entertainment and BharatBox announced that their offer of 3,333 exclusive Jab We Met collectibles based on the character Geet portrayed by Kareena Kapoor in the popular film sold out. The Geet avatars, featured in the Jab We Met themed game on The Sandbox, became an instant favorite among fans.

    The  partnership not only generated over $40,000 in revenue within just 45 days but also showcased the growing influence of such collaborations on the global stage. The campaign’s success reflects the growing appetite for culturally relevant digital assets in the country today

    Following this, the Jab We Met avatars attracted significant global interest, alongside a substantial inflow of buyers from India and across the globe. This solidified Shemaroo Entertainment’s IP on the global stage while amplifying BharatBox’s presence in mainstream entertainment. Notably, the campaign saw strong participation from Indian players, creators, and brands. 

    The primary participants included nearly 67,000 creators and users. Following the pre-launch, the campaign rolled out for the next few months, with a comprehensive strategy including teaser campaigns, educational content, and allowlist opening alongside early incentivisation through questing. 

     

    Geet avatars

    Additionally, Bharatbox and Shemaroo Entertainment worked with key opinion leaders (KOLs) followed by three Ask-Me-Anything (AMA) Sessions conducted with The Sandbox, gathering over 200,000 tune-ins. Lastly, social media giveaways for questing winners included $SAND as well as physical rewards offered by Shemaroo Entertainment to avatar holders.

    The Geet collection reinforced the potential of popular Indian cinema IPs in the metaverse, tapping into India’s strong player-creator community within the blockchain gaming ecosystem. The campaign leveraged BharatBox’s blockchain infrastructure within The Sandbox, utilising no-code tools for creators and play-to-earn (P2E) models to incentivise player engagement. These features democratise access to the metaverse, making it easier for creators to monetize and for players to participate.

    “Selling out the Jab We Met collection is a testament to innovation in the metaverse space,” said BharatBox CEO Karan Keswani. “Shemaroo Entertainment and BharatBox are bringing Indian culture to a new generation of digital-first audiences. This milestone reinforces our  ability to deliver culturally resonant and commercially successful projects in the metaverse.” 

    Geet avatars

    Shemaroo Entertainment chief operating officer Arghya Chakravarty added:  “At Shemaroo Entertainment, our mission has always been to innovate and connect with audiences through diverse storytelling. The success of the Jab We Met digital collectibles is a shining example of how Indian cinema’s timeless charm can seamlessly transition into new-age platforms like the metaverse. We are thrilled to see such enthusiastic participation from fans, and this milestone reinforces our commitment to redefining entertainment in the digital era.”

    The resounding success of the Jab We Met collection signals the massive growth potential for BharatBox and Shemaroo Entertainment and is part of a broader India story within blockchain gaming, said a press release issued by Shemaroo.

    BharatBox continues to lead the metaverse conversation in the country with India emerging as a top market, with an impressive 66,091 creators and an user base doubling from 150,000 to 350,000. This collaboration will pave the way to expand partnerships and forge new pathways for cultural IPs to thrive in a decentralised economy.

  • GUEST ARTICLE: The future of NFTs: Digital Property Rights

    GUEST ARTICLE: The future of NFTs: Digital Property Rights

    Mumbai: NFTs have revolutionised the internet market, ushering in a new budding world of creator empowerment. But very few people understand the underlying technology and cultural momentum that make NFTs and web3.0 so exciting for, and disruptive to, the traditional entertainment sector. With this technology, creators have a secure and infinitely distributable way to create value around and in their creative endeavours.

    But let’s start with the basics: NFTs possess scalable capabilities that we haven’t seen earlier in the creative sector. 

    1) NFTs are secure–meaning that the age-old issues of piracy and illegal exploitation of one’s creative work are dramatically reduced. 

    2) NFTs are portable at the click of a button; an artist can not only create and share directly with their audience, but the audience can now share and promote that work to the global community as well.

    3) NFTs are dynamic and programmable in any way the creator sees fit; from a simple piece of art to a benefits-packed loyalty club, to a certificate of achievement, NFTs can be created to address a variety of use cases, and the technology’s possibilities continue to evolve to this day.

    NFTs disrupt gaming industry

    Gamification acts as a catalyst for community building, thereby making communities cutting-edge and dynamic. Within communities, managers can provide tangible incentives to their consumers. On accomplishing a milestone in the community, members can be rewarded with a certain NFT that has attached benefits to it. This not only spearheads community participation and community building but evokes the interest of the community members and keeps them hooked.

    The future of businesses and brands

    Even for businesses and brands, NFT communities help in more ways than one; the former get the opportunity to learn more about NFTs and obtain tangible outcomes. Furthermore, brands and marketers are utilising this technology to communicate directly with consumers and potential customers, primarily gen-z and millennials.

    Apart from brands, artists themselves have also begun to experiment with creating NFTs & venture out in this space. The amount of money that some artists make is enough to not only maintain their projects but also fund new projects, pay for education, or even donate some of the earnings to charities and causes of interest. Also, organisations can develop NFT art as a standalone fundraiser, and in exchange, the artists can shower their fans with a range of benefits.

    Additionally, NFTs themselves can be utilised in the metaverse. Online trades in traditional art and collectibles are fairly common, but allowing artists to take their creative works of art worth millions of dollars around the world into the metaverse is a huge win for the creator.

    How NFT artists can actually get digital property rights

    The biggest advantage that artists get as NFT artists is digital property rights. When an NFT artist designs or produces an original piece, the artist automatically gets its digital property rights, which ensures its safety from fraudulent claims by another artist trying to get credit for their piece.

    This, however, is primarily only eligible when the piece is unique, the first and only of its kind. If it becomes a recreation or a digital representation of an already existing masterpiece, it does not give the artist any digital property rights, as the intellectual property rights belong to the original creator. Some of the important aspects of intellectual property that should be taken into consideration include trademarks and copyright. Another big advantage of the blockchain is that NFTs also include restrictions which prevent buyers from reverse engineering the technology and reselling it as their own. Thus, without a valid agreement, a creator may forfeit all ownership rights. Because anyone can create NFTs, both buyers and sellers should be cautious about how IP rights are addressed with NFTs.

    As the NFT industry continues to grow and evolve, artists are known to have more liberty and independence. With being able to decide their royalty fees and getting all sorts of control with the rights for their art, many traditional and digital artists are choosing independence as a means of prospect in their line of work.

    NFTs have the potential to decentralise, providing doors to a new economy and building a large and loyal community. And perhaps, this is one of the many reasons why both digital and traditional artists that are established & emerging have been switching their plans to be a part of the web3.0 space, building their own fanverse.

    The author of this article is HeyHey CEO & founder Caleb Franklin.

  • Viacom18 to launch its first NFT marketplace Fully Faltoo

    Viacom18 to launch its first NFT marketplace Fully Faltoo

    Mumbai: Viacom18’s youth, music and English entertainment (YME) cluster is all geared up to set its foot in the rapidly growing digital space of non-fungible tokens (NFTs) with the announcement of Fullyfaltoonft.com. The NFT marketplace, set up by GuardianLink.io – a pioneer and innovator of NFT Technologies, will go live globally on 14 February.

    NFT, essentially blockchain-certified digital art, has been gaining popularity among brands, artists, and celebrities both in India and globally. Viacom18’s Fully Faltoo NFTs will offer  ‘fully valuable’ digital art conceptualised and created by the team that brings to life brands like MTV, Vh1 and Comedy Central in India.

    This initiative will also mark the extension of the Fully Faltoo franchise that went on from being a show on MTV and a brand solutions studio, to now an NFT marketplace, that will launch its diverse range of digital collectibles. Giving fans the opportunity to claim ownership over edgy and unique digital art pieces, the exclusive collectibles will also have creations inspired from iconic pop culture properties like “Roadies” and “Bakra,” that will be up for auction across the globe, said the statement.

    Speaking on the introduction of Viacom18’s maiden NFT offering, Vicaom18 head for YME Anshul Ailawadi 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. We look forward to building FullyFaltoonft.com as the go-to destination for must-have digital art,” he added.

    With industry-standard security layers enabled, the NFTs can be bought at a set auction price. Users will have to register on the platform to be able to make a purchase through the use of a custodian wallet. The security layers set up by GuardianLink.io are to ensure the security of minting, transferring and storing NFTs. 

    “As a technology framework ecosystem, Guardian has always been on the forefront of the race to build and operate some of the largest marketplaces and most advanced creative NFTs in the space,” remarked GuardianLink.io co-founder and CEO Ramkumar Subramaniam. “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.”

    The cluster will roll out an elaborate integrated marketing plan that will leverage Viacom18’s presence on digital and linear TV to create awareness about FullyFaltooNFT.com. The Fully Faltoo campaign will also aim at educating consumers about non-fungible tokens and digital collectibles while attracting them to bid on the platform.