Music and Youth
Live Viacom18 aims high with experiential marketing
MUMBAI: Recognising the power and potential of experiential marketing, Viacom18’s on-ground arm Live Viacom18 is all set to take things to the next level. What launched in 2013 with 12 shows, has expanded to more than 300 events in 2015, with 12 solid intellectual properties to its name. From VH1 Supersonic, MTV Bollyland, Emerge to Chuckle Festival, the list is long.
What’s more, the company didn’t stop at just establishing brands but extended the property with every passing year, be it through campus interactions, club nights across tier II and III cities, to engagement through heavyweight events.
“The idea was to expand each event into several individual extensions, which run through a year. We saw a tremendous growth story by following this strategy. That also ensured that advertisers and consumers have a sustained visibility and access to the properties throughout the year,” says Live Viaocm18 senior vice president and business head Jaideep Singh.
Identifying the advantage that experiential marketing gives brand is the key reason for the initiative’s success across the country in such a short time. Not only has it been successful in multiplying eyeball reach exponentially, it has also managed to establish each of the properties as individual brands with a loyal following.
“From our network perspective, we have premium brands in all the spaces from Nickelodeon to Vh1 to MTV to Colors, which are brands that can take live event space to the next level. Fortunately we are positioned rightly to make the optimum use out of this space and provide advertisers with the same. And these IPs cannot exist in isolation, they need a certain ecosystem as well, which we can create by leveraging the 150 million plus broadcast eyeballs that we command, and 95 million digital footprints that we reach. Viacom18 is our answer to exploiting such a massive reach in the live space,” he points out.
“We have plans to touch one million people in terms of our live events. We are looking at taking us to 25 cities and 300 odd events through the year. The biggest contributor to this massive on ground success of Viacom18 is no doubt our flagship property VH1 Supersonic, which is synonymous with the country’s EDM music scene,” he adds.
With the third instalment of the mega five day EDM extravaganza hitting the country from 27 December, Singh shares that the expectations are quite high from this year’s lineup, audience turnover as well as brand integration and partnerships.
“Last year was fantastic. We felt so connected with our fans who attended the festival and the bond will only grow stronger this year. Building on last year’s success where approximately 100,000 dance music fans surrendered to the enigma of dance music at Candolim beach, we have been inspired to make this year’s edition of Vh1 Supersonic a much grander affair,” Singh shares.
“Our vision at Live Viacom18 is to provide dance music fans with a holistic experiential experience thereby igniting the collective passion for dance music and fulfil the needs of devoted music lovers. The third edition of this festival with its exciting line-up of artists and association with the global music fraternity will be an experience that fans will remember for a long time to come,” he signs off.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
