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‘We Liv to Entertain’ is Sony Liv’s new brand mantra

Keeping in mind the vibrancy of the youth, the rebranding exercise intends to offer the best content -- from originals to television shows to short films, movies and sports

Archit Ambekar | Mumbai | December 12, 2016


Sony Liv, the digital arm of Sony Pictures Network (SPN), is all set to bring forth an exciting range of content. From original series to short films to showcasing television shows, movies and sports, the platform is set to stay true to its new brand ethos ‘We Liv to Entertain.’

Close on the heels of completing four years, the platform thought that it needed to change its positioning from ‘Jab aap chahe’ (whenever you want) to ‘We Live to Entertain.’ “In the last four years, people have understood the digital ecosystem. Digital entertainment is about entertainment on the go. The youth already know where to get their content from and there is no longer a need to tell them that they can watch content whenever they want,” explains Uday Sodhi, EVP and Head, Digital Business, SPN.

Sodhi is glad that Sony Liv has enjoyed a pioneering and undisputed leadership position in India’s digital entertainment industry. He added, “As OTT content becomes more ubiquitous, it is time for us to renew our brand focus and differentiate ourselves on the key facets our viewers identify us by; that of providing them rich, stimulating and thought-provoking entertainment.”

“We pioneered the concept of original web series in the country and have also been instrumental in bringing audiences closer to the most popular sporting action from across the world. We decided to, therefore, re-energise our brand identity in conjunction with these USPs and clearly establish Sony Liv as the ultimate provider of entertainment, irrespective of screen, genre or audience segment. Our new positioning, ‘We Liv to Entertain’ is sure to connect with one and all.”

Keeping in mind the vibrancy of the youth, the rebranding exercise intends to offer the best content -- from originals to television shows to short films, movies and sports.

Sodhi says they have been working on the app upgrade for a while now. They wanted to be ready with its offering before rolling out any communication. The whole rebranding process took about three to four months, says Sodhi.

With the rebranding, the channel has a new logo with vibrant colours. Sodhi says the vibrancy is for the various genres of content and for the new age entertainment. The logo represents the brand’s reinvigorated emphasis on filling the lives of viewers with vivid entertainment that covers the key aspects of variety, depth, novelty, relevance and popularity. The logo has been designed with help from their external agency and took about two months.

Though Sodhi couldn’t tell us an exact figure, he mentions that a large amount has gone in the rebranding exercise. He also mentioned that the platform has a planned marketing strategy and will roll it out soon across all media.

Along with its refreshed identity, the platform has also launched a brand film. Shot in Romania, the film begins with a clown entertaining his circus audience. He entertains the audience in different forms. The film ends with a message ‘Kamaal dikhaana, kamaal ka kaam hai’ (it’s no mean feat to keep everyone entertained), Sony Liv – We Liv to Entertain. Through the film, the platform positioned itself as the theatre of emotions that has the ability to amplify every feeling and thought of the viewer with engaging and evocative content.

The campaign is an ode to all the entertainers. Not just actors, writers and performers but all those who’ve dedicated their lives to entertain people. It is an ode to those who make people laugh, cry, dance and jump out of seats with excitement and hold their breath in fear.

The film gives the audience a glimpse into the life of one such entertainer. It highlights the amount of effort it takes to make people not just feel emotions but to live them because Sony Liv does exactly the same thing. With its diverse content comes alive a wide spectrum of emotions. And no matter what the cost, no matter how tough, we keep reinventing ourselves and redefining entertainment, because just like an entertainer, the channel lives to entertain. ‘Kyunki kamaal dikhana bhi kamaal ka kaam hai!’

Brand Film:

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