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Tag: VOOT Studio

  • VOOT Studio partners with TikTok to launch “Work It Up” a celebrity chat show with an educational-fitness twist

    VOOT Studio partners with TikTok to launch “Work It Up” a celebrity chat show with an educational-fitness twist

    MUMBAI: VOOT, India’s second largest premium video on demand platform      has collaborated with TikTok, world’s leading short video platform,  to make B-town favorites sweat out secrets as they ditch the usual couch and ‘Work It Up” in the all new celebrity chat show- TikTok India presents “Work It Up”. Hosted by Bollywood insider and fitness queen, Sophie Choudry, the show is all set to engage its viewers with fun, fitness and diet stories from their favorite Bollywood celebrities, whilst they get candid and reveal their fun and edgy locker room secrets. The show will      go live      starting 13th October 2019, exclusively on VOOT.

    Launched in April, VOOT Studio is a playbook for advertisers and brands across categories that has been built using a combination of creative storytelling, in-house production expertise, interactivity offerings, and platform reach all coming together to meet the brand objectives. The upcoming show “Work It Up” has been conceptualized by VOOT Studio for TikTok under the    #EduTok initiative, one of TikTok’s most successful knowledge-based campaigns that encourages TikTok users to create educational, inspirational and meaningful content across themes, including fitness and well-being. This is India’s first chat show under      #EduTok where Voot Studio and      TikTok have come together to bring a healthy change in the society with leading Bollywood celebs sharing their fitness mantras with Voot viewers and TikTok’s 200 million strong community of users    

    After the massive popularity of VOOT’s celebrity chat show Feet Up with the Stars, the all new quirky and category first chat show presented by TikTok India will reveal fitness regimes, fun workouts, and more, that make B-Town celebs stunning and popular

    amongst their fans. “Work It Up” is a 7part series featuring leading Bollywood faces such  as Kriti Sanon, Vaani Kapoor, Malaika Arora and many more.

    Speaking about the show, Akash Banerj, Head – AVOD Business, VOOT said “VOOT has continuously created content that is immersive and provides an ideal opportunity for brands to integrate and effectively deliver their brand proposition. The recently launched VOOT Studio is focused on leveraging this story telling capability by providing high engagement, innovative and relevant brand solutions for advertisers beyond the conventional 30 seconder format.

    “Work it Up created in association with TikTok India is one such initiative that will entertain while educating its viewers through the      #EduTok initiative. We are sure that audiences will enjoy the show while also learning from the fitness stories of their favorite stars.” 

    Speaking about the association with VOOT, Sachin Sharma, Director-Sales and Partnerships, TikTok India said, “#EduTok was conceptualised with an aim to ensure that learning becomes fun and engaging. Fitness is a popular and prominent category among on TikTok’s #EduTok. We are thrilled about our collaboration with VOOT as it’s the perfect platform to encourage people to adopt fitness as a lifestyle and inspire them through some of their favourite celebrities. We are excited to see the reaction of our users for the show and look forward to being a part of something that is entertaining and trendy yet inspirational.”

    Set to stream soon exclusively on VOOT, TikTok presents “Work it Up” With Sophie Choudry will give you a sneak peek into the glamorous, sassy, chic and charismatic lives of your favorite stars who have made gym looks popular.

  • VOOT’s Akash Banerji hints at introduction of interactive content around fiction programming

    VOOT’s Akash Banerji hints at introduction of interactive content around fiction programming

    MUMBAI: With a rich line-up of content and advanced solution for advertisers, Viacom18’s OTT arm, VOOT, has pledged to reach 100 million monthly active users within the fiscal year on its third anniversary. The advertising-based video on-demand (AVOD) platform is now looking at the introduction of a freemium model in the second half of the year, VOOT Kids, which is at the beta testing stage, further expansion of international business followed by an entry in the UK. More interestingly, the streaming platform may introduce interactive opportunities for consumers around fiction content.

    “I think that’s where a huge unlocking of value is going to happen. Just imagine if a drama show is running, you can decide what you want the protagonist of the drama show to do, what choice he or she should make which could be about the relationships, which could be at a certain inflexion point in the storyline and you act on it. Either you do what consumers are looking for or you do something different to surprise them. This is one of the things that we have been discussing and you will see something interesting coming up,” VOOT AVOD business head Akash Banerji commented when asked if the platform has any plan to introduce interactive content around fiction programming.

    While the platform had already ventured into the branded content opportunities, it is now introducing VOOT Studios, a business performance-oriented content-tech solution for advertisers. Explaining the rationale behind the move, Banerji pointed out key problems for advertisers. According to him, although brands started creating an interesting array of short-form content they did not necessarily drive great business value or ROI. Brands failed to realise sometimes creating content alone cannot drive the conversation and engagement unless more pieces of data and tech are added to it.

    Banerji said that the second big barrier is the inability to initiate dialogue with content writers, data scientists, tech people, agencies, etc. for brand building and, more importantly, how to bring all of that together.

    “We are a digital-first brand and we have this huge roster of maverick rich insights and deep consumer understanding of more than 1000 plus audience segments. We will not just make stories for VOOT, we will integrate data and tech and give out solutions which are bespoke and will help solve a brand’s specific need. That has actually led to the birth of VOOT Studio. Essentially, we have just institutionalised this entire solution from our side,” he added.

    He also noted that the platform gets all kind of large advertisers including CPGs, e-commerce brands, fashion brands, consumer durables on board. Banerji pointed out that the brands don’t have the luxury anymore to think of spending on TV alone as everyone knows the next wave of audience growth and audience time spent is happening on digital. While a CPG brand advertising on digital would have raised eyebrows earlier, brands today are thinking differently.

    Digital brands today turn to OTT for better ROI while non-digital brands come for branding purposes.