Viu has announced the launch of its first adventure reality show, ‘I Can You Can’, in partnership with Nicotex and produced by BBC Worldwide India.
With the introduction of this journey-based content, Viu, the premium video on demand service by Vuclip and PCCW, continues to offer fresh content in a variety of genres.
The six-episode series went live on December 17 at 7 pm and will be telecast every Sunday. It will be available on Viu and will be televised as a simulcast on National Geographic. Hosted by actor, model and athlete Milind Soman, the series will showcase a journey of six people, including three who want to quit smoking and three who have already succeeded in quitting. The interesting part of the journey is the interaction between the smokers and the ones who have quit and their efforts to not just conquer the Everest Base Camp, but also their own “personal Everests”.
Sameer Gogate, Head Monetisation and Distribution, Viu India, said, “At Viu, we endeavour to showcase premium content that is fresh, contemporary and relevant to millennials. ‘I Can You Can by Nicotex’ is an example of this. I believe that Viu's young audience will find this offering engaging and inspiring.”
Elaborating on the show, Anantha Nayak, CEO Cipla Health, the company behind Nicotex, said, “The sole purpose of Nicotex has been to make a smoke-free India. In our journey to inspire health, ‘I Can You Can’ is a one-of-a-kind show and integration opportunity for the brand. We believe this format of message delivery will help spread our message to the consumers in a highly engaging manner.”
The ‘I Can You Can’ project was tied in together with Viu & BBC for brand Nicotex by agency m/Six. Devendra Deshpande, Mindshare Content+ Head, said, "With this collaboration between Nicotex and our partners, we are optimistic about making a difference to the lives of those who wish to make a lifestyle change for the better. We have been involved right from the initial stages of understanding the brand, to concept creation and finding the right channel partners. Content plays an important part of the brand’s strategy and by teaming up with Nicotex, I am sure ‘I Can You Can’ will be a successful series."
Soniya Kulkarni, Creative and Business Head, Productions, BBC Worldwide India, said, "‘I Can You Can’ is BBC Worldwide’s new, unique and challenging show. We filmed in two countries and across cultures while attempting one the world's toughest climbs. The series talks about kicking the addiction to smoking but is told in an engaging way that does not preach or condescend. With the active and constant support from our partners MindShare and Viu, we think we've achieved our own Everest – an international level of look and storytelling which remains our aim across all our productions.’’