iWorld
Mullen Lintas wins creative mandate of Viacom 18’s VOOT
MUMBAI As it gears up for the consumer launch of its advertising led VOD platform VOOT, Viacom18 has appointed Mullen Lintas, the advertising agency of the Mullen Lowe Lintas Group as its creative partner.
The agency’s mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand and also provide ideas that go beyond conventional advertising.
Commenting on the appointment, Viacom18 Digital Ventures COO Gaurav Gandhi said, “As we set out to launch a new brand in this space, we needed a creative partner who could not only help in building a distinct positioning for VOOT, but also bring-to-life key facets of our product and content proposition in the campaigns. Our choice for Mullen Lintas is not only because of the fantastic credentials of the agency, but also the very deep consumer insights and creative edge that the team brings with it.”
Expressing his views on the immense scope that the brand presents, Mullen Lintas chairman and CCO Amer Jaleel said, “We are delighted to partner Viacom 18 for their high-decibel launch of VOOT. Time and place are no longer the deciding factors for accessing entertainment. This is the future of entertainment and we have no doubt that VOOT will play a big role in shaping this category. We are committed towards creating magic for the brand VOOT.”
On winning the new mandate, Mullen Lintas CEO Virat Tandon said, “Technology is changing the way people are consuming content. Video on demand is the next big leap after the remote control. It’s a super exciting space and an opportunity to create the next big entertainment brand in this new tech world. Also exciting is the opportunity to work with some remarkable bunch of people at Viacom 18.”
VOOT is a digital video entertainment platform launching with over 17,000 hours of content (across languages and genres) including the biggest TV shows, Kids content and films. This will be supplemented by fresh and original web series, Digital films and other original content created only for VOOT.
Content on VOOT will be classified based on genres such as reality, comedy, drama, kids and other segments and has been formatted based on a year’s research on what people watch on digital video platforms.
iWorld
Hari Om OTT premieres Bhagwan Jhulelal Sai series
First devotional show on Jhulelal Sai streams in Sindhi and Hindi.
MUMBAI: Hari Om OTT just turned the tide for devotional dramas because when Jhulelal Sai steps onto the small screen, even the waves start streaming in two languages. Hari Om OTT, India’s leading devotional streaming platform launched in June 2024, has premiered Bhagwan Jhulelal Sai, a milestone series that marks the first-ever show dedicated to the revered deity of the Sindhi community. The show, starring Manish Raisinghani as Jhulelal Sai / Varun Dev and Parag Tyagi as Mirkh Shah, launched on Jhulelal Jayanti and is available in both Sindhi and Hindi.
The series chronicles the life, journey and teachings of Bhagwan Jhulelal Sai, blending mythology with historical elements to deliver an authentic and inspiring narrative for global audiences.
Manish Raisinghani said, “Portraying Jhulelal Sai and Varun Dev was not just a role, it was a spiritual journey and a moment of immense pride for my family and community. This one holds a special place in my heart, especially since the show is coming in our very own Sindhi language as well.”
Parag Tyagi added, “Jhulelal Sai is the first-ever show that beautifully blends mythology with history. Hari Om has achieved something truly special by bringing the stories of our gods and goddesses to audiences in their authentic language.”
Hari Om OTT CEO Avinash Dugar said, “With Bhagwan Jhulelal Sai, we’re excited to share this inspiring story with the Sindhi community and beyond. We will continue to showcase the stories of Indian culture and Sanatan Dharma to the world, presented in their own language.”
The premiere builds on Hari Om OTT’s track record of acclaimed devotional titles including Mata Lakshmi, Jai Jagannath, Shri Tirupati Balaji, Mata Saraswati and Chandra Dev, all focused on celebrating India’s cultural and spiritual legacy through high-quality storytelling.
In a streaming landscape crowded with fiction, Hari Om OTT is quietly proving that the most powerful stories aren’t made up, they’re the ones that have already inspired generations, now delivered straight to your screen in the language of devotion. Bhagwan Jhulelal Sai is now streaming on Hari Om OTT.
