iWorld
Sony’s ‘We Liv to Entertain’ gets 10 million views in a week
MUMBAI: When it comes to delivering unparalleled experiences to viewers, SonyLiv, the complete digital entertainment platform with content for audiences across genres has never ceased to surprise and delight its users. Its recently-released brand film,‘We Liv to Entertain’ – the renewed brand ethos has struck a chord with viewers and is receiving widespread appreciation for its perfect positioning. SonyLiv aired the brand film across its network and digital platforms on 12 December, 2016.
Within a period of a week, the brand film has set up a mark for itself by delivering 10 million+ views across platforms. The one-of-its-kind brand film is being highly appreciated for its unique approach and narrative technique. The renewed positioning ‘We Liv to Entertain’ has appealed to a lot of viewers and has enhanced their loyalty and affinity towards brand SonyLiv.
“The idea of the brand film was to support our refreshed identity as the theatre of emotions which has the ability to amplify every feeling and thought. We are delighted that viewers are enjoying this film and are being able to relate to it and to the core idea it drives home. The tremendous response that we have received underlines our status as the premium and widely preferred entertainment destination in India. We will be looking forward to building on this impressive user response by churning out more engaging and appealing content that delights all our viewers to be true to our core brand promise- We LIV to Entertain,” said SonyLiv EVP and head digital business Uday Sodhi.
The one-minute film shot in Romania, which is widely known for its larger-than-life image and for being the birthplace of the circus, captures how entertainment is one such thing that can hold on to the emotions of people. It beautifully depicts how a clown puts his heart and soul to entertain viewers constantly. It highlights the amount of effort that goes into making people laugh, cry, dance and jump out of their seats with excitement. The brand film was conceptualized as an ode to all the entertainers of SonyLiv, including those behind the camera who have dedicated their lives to entertaining viewers. It also firmly reinforces SonyLiv’s brand identity as the ultimate provider of relevant and evocative entertainment across varied genres.
For the successful execution of the film, team SonyLiv found the right creative partner in Publicis Ambience whose team helped with compelling and strategic insights.It was awarded the creative mandate by SonyLiv as a creative AOR and the outcome of the brand film is something that has been highly appreciated.
“We had a clear mandate from SonyLiv, to create a film that perfectly encapsulates its uplifted brand ethos and underlines its renewed focus on being the ultimate entertainer for one and all. Romania, therefore, was the perfect setting and the clown, the ideal protagonist. We are thrilled at the way the film has turned out and how it complements SonyLiv’s value proposition. The consumer response is truly heartening and speaks volumes about how well-thought-out communication strategies can go a long way in fostering consumer affinity towards the brand,” added Publicis Ambience COO Paritosh Srivastava.
iWorld
Applause Entertainment partners with Story TV for premium microdramas
Collaboration to produce and adapt content for mobile-first audiences starting 2026.
MUMBAI: Applause Entertainment just shrunk the drama screen because when stories fit in your pocket, even the biggest plots feel like a quick binge. Applause Entertainment, the Aditya Birla Group-backed content powerhouse behind hits like Black Warrant, The Hunt, Criminal Justice and Scam 1992: The Harshad Mehta Story, has entered an exclusive partnership with Story TV, India’s leading microdrama platform, to create a slate of premium short-form series for mobile-first viewers.
Under the agreement, the two companies will co-produce new-age microdramas across multiple genres. Story TV will also acquire rights to Applause’s romantic-thriller series Hello Mini and adapt it into a vertical microdrama format.
Story TV, which launched in July 2025, has quickly become a dominant player in the microdrama space with a library exceeding 1000 titles in romance, thriller, action and family drama across Hindi, Tamil and Telugu. The platform ranks as the second most downloaded entertainment app worldwide, according to Sensor Tower data.
Story TV founder and CEO Saurabh Pandey said, “As an early entrant into microdramas in India we are at the forefront of blending storytelling and technology to expand this emerging format into mainstream territory. Our partnership with Applause Entertainment will further expand the audience of microdramas with a focus on premium storytelling that is yet to be seen in the Indian entertainment industry.”
Applause Entertainment chief business officer Prasoon Garg added, “At Applause, our focus has always been on building strong stories across formats. As newer storytelling formats like microdramas gain momentum, we see value in engaging with them through meaningful collaborations. Our unique partnership with Story TV enables us to explore this emerging space alongside a platform that has demonstrated strong understanding of the format and its audiences.”
The tie-up positions both companies to capitalise on the rapid rise of bite-sized, vertical content tailored for smartphone consumption, where attention spans are short and global reach is instant.
In a screen-sized world where stories now race against the scroll, Applause and Story TV aren’t just making microdramas, they’re proving that the smallest screen can still deliver the biggest emotional punch, one vertical episode at a time.
