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The market for NFTs cannot be restricted by demographics: Anshul Ailawadi
Mumbai: Viacom18 YME (Youth, Music, and English Entertainment) cluster stepped into the fast-emerging NFT-verse in January with the extension of its ‘FullyFaltoo’ 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. These exclusive collectibles will also have creations inspired by pop culture properties like ‘Roadies’ and ‘Bakra’.
“The move was spurred by the thought that we have a really rich legacy of edgy and unique artwork that has played a key part in the life of most of our consumers. Taking this association a step further, how can we give them a chance to own it?” says Viacom18 head- youth, music, and English entertainment Anshul Ailawadi.
The marketplace fullyfaltoonft.com is powered and facilitated by NFT ecosystem technology framework GuardianLink.io.
Commenting on the partnership as well as the relevance of NFTs for iconic youth brands like MTV, Vh1, and Comedy Central in India, GuardianLink.io co-founder, and chairman Keyur Patel shares, “MTV resonates with GenZ at all three levels – brand, art, and emotions. With its understanding of the youth and a great legacy of popular art, MTV is poised for success in the NFTverse. I see this as the coming together of some of the most interesting creative assets by an interesting brand in an interesting space!”
‘NFT’ what?
Non Fungible Token (NFT), essentially blockchain-certified digital art, is a rare, and unique asset deemed as a ‘collectible’. It appreciates over time in value as it is traded or auctioned.
The technology involves three aspects. First is the basic tech that can be scaled to facilitate global participation in the NFT auction. Secondly, so as to make the process more inclusive, multiple payment gateways like credit/debit cards, UPI, and crypto are to be enabled. The third and specific aspect is that of ensuring the security of minting, transferring, and storing NFTs. This secures the NFTs against theft and forgery. Guardian’s high-impact NFTs are protected by its Anti.RIP technology and legitimacy protocol explained Patel.
Just the way all talk about ‘Non Fungible Tokens’ starts with demystifying this apparently loaded term, Viacom18’s campaign around its NFT debut, too, begins with educating the audience about the basics.
“Aimed at both the brand loyalists as well as fence-sitters, our communication has a lot of explanatory stuff around what are NFTs, and how to engage with/trade them. Basically, the first phase of the campaign will be more about ‘trust building’, whereas, the subsequent phases will delve into technicalities like the risks and opportunities involved,” says Ailawadi.
Even though heavily focused online, there’s also an on-air component to the promotions. Additionally, Viacom18 is targeting online spaces and communities such as Reddit and Discord that have audiences engaging in lively conversations around NFTs.
Takers all across
Ailawadi believes that the crypto revolution is spread across the country, and the market for NFTs, therefore, cannot be restricted by demographics. “We are clear about the fact that our brand loyalists will be the first set of adopters. They are present all over India, in the metros as well as in towns like Kochi and Chandigarh that are not tier1. ‘Fence sitters’ who understand that there is a legitimate offering backed by an iconic brand out there, will come next.” he asserts.
Needless to say, the audience for NFT has a younger skew. However, refraining from generalising, Ailawadi adds, “there are risks associated with NFTs, so people who either do not understand or do not have an appetite for them should think before engaging with them.”
While the digital natives have had a predominantly virtual mode of expression, interaction, and existence at large, when it comes to NFTs, the question that’s being asked is whether they would also like to own something unique virtually?
In this regard, Patel shares an insight stemming from the origins of the phenomenon. “Basically, NFTs got their momentum from the GenZ gamers who collect goods in the virtual space through in-game purchases. With the coming of NFTs, they realised that they can now have authentic stuff for their game that can not only be bought and stored but is also tradable. That’s when this whole thing picked up.”
Why NFTs
Non Fungible Tokens became a phenomenon last year when the digital artist known as Beeple sold an NFT of his art for $69million through an auction at Christie’s. That was the defining moment for the world of digital art. NFTs could make brands and celebs.
What was yesterday just another digital fad for the uninitiated, is today a rare collectible for the loyalists and buffs, and it has the potential of evolving into a ‘utility’ or ‘asset’, sooner than anticipated. Giving an analogy, Patel observes that NFTs will be in the same space as a 140-character tweet which fetches nearly Rs four million today.
Commenting further on the current and future value of NFTs, Aliwadi remarks, “Many of us had a predilection for collectibles like postal stamps, coins, or tazos in our younger days. While we always had the chance to collect and trade, the opportunity to authenticate and showcase them was limited. Collecting NFTs is the digital equivalent of philately or numismatic, which takes care of these two pain points as well. NFTs can be authenticated by virtue of having a digital signature, and once you are on a marketplace or prominently displaying them on social media platforms, the world will surely notice.”
That’s about the current value of NFTs, but going forward the possibilities are enormous. “Imagine having a chance to attend MTV Supersonic backstage with an MTV NFT. That’s some time away though! We’ll eventually be there,” reckons Ailawadi.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
