Viacom18 brings alive decade-long engagement with viewers in brand film '#OpenNewWorlds'

Viacom18 Media has launched a corporate brand film titled ‘Open New Worlds’ to commemorate its 10 years of existence in India.

This new brand ideology is encapsulated in an impactful way through the new film conceptualised by Leo Burnett Orchard, as it articulates the reason the brand exists in the lives of people. Viacom18’s raison d'être is brought alive through its decade-long engagement with over 500 million Indians across 80 countries.

Sonia Huria

“From rank newcomers to India’s fastest growing full-play media organisation, Viacom18’s journey, in this industry dominated by legacy players, has been a chronicle of disruptive innovation. While deliberating on the singular theme that would best describe the corporate brand salience, the one thought that kept resurfacing throughout our varied businesses and brands was how Viacom18 has been encouraging everyday Indians to explore possibilities, push their own boundaries, embrace opportunities and challenge norms. This was the genesis to the brand promise of Open New Worlds,” explained Sonia Huria, Head, Communications and CSR, Viacom18. She added, “I’m thankful to Leo Burnett Orchard for helping us conceptualise and execute this film. I’d also like to thank Jubin Nautiyal for the amazing rendition of our song.”

The montage film portrays the impact Viacom18’s lines of business have had on Indians across geographies, different ages, backgrounds, platforms, cultures and interests through its properties on air, online, on ground, in shop and through cinema. The narrative of the film is held together by an inspiring rendition of the brand philosophy in the title track sung by singer Jubin Nautiyal.

Amod Dani

Amod Dani, Executive Creative Director, Leo Burnett Orchard, said, “This project has been an interesting challenge right from the start. How do you introduce a decade-old media company, with immensely famous brands in its fold that defines entertainment across genres, platforms and cultures, with a film that is more than just a corporate statement? The inspiring brand ethos that reflects the belief of the company helped us outline how each of Viacom18’s individual brands change the lives of Indians every day. And how unlikely audiences connect with content, merchandise and derive inspiration and joy. Creating Open New Worlds has been a highlight of our journey with the group, one that will live with us for a long time.”

The corporate brand film will have an integrated reach and will be activated on touch-points like outdoor, digital, in addition to the Viacom18 network.

The Film:

Credits:

Creative Agency: Leo Burnett Orchard

Chief Operating Officer: Mahuya Chaturvedi

National Head of Strategy: Rohitash Shrivastava

Vice-President and Branch Head, Bengaluru: Sharmine Panthaky

Executive Creative Director: Amod Dani

Creative: Mayank Trivedi

Planning: Vineet Singh

Account Management: Vidhi Gupta

Production House: Offroad Films

Director: Abhijit Sudhakar

Producer: Fahad Pathan

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