To increase engagement around its fiction content, Voot, a digital video-on-demand streaming service from the house of Viacom18, has launched interactivity for popular shows such as Pinjara and Ishq Mein Marjawan, which has propelled the interactivity by 2X.
The OTT layer has unleashed the power of fandom and bridged the gap between fans and artists. With 14 million players engaging on the platform over the last year on immersive experiences like Fantasy League, Play-Along, Live Voting, Quizzes & Polls and Call for Entries, interactivity on the platform is unparalleled in the category.
By creating unique and engaging experiences enabling fans to come on their favourite shows as well as empowering them by providing a platform to share their opinions through properties like Bigg Boss fantasy league and KBC play along, Voot has garnered over a phenomenal three million interactivity entries.
Gourav Rakshit, COO, Viacom18 Digital Ventures, said, “In the past year, India’s transition from offline to online space has been significant and the category game changer is set to be interactivity, which we believe is the future and the most significant edge held by OTT platforms. Leading the space with interactive solutions, Voot has always been committed to bringing the best experiences for its users and curated experiences around our content are a step towards elevating the brand and content experience on Voot.”
Having struck an emotional chord with its massive fan base, Ishq Mein Marjawan’s created interesting conversations around the lead couple, Riddhima and Vansh’s chemistry. Taking these conversations forward on digital and allowing #AsliFans and viewers to become a part of the show and interact directly with the lead stars, Voot launched a UGC-driven IP, ‘Shoot Karo Stars Se Milo’. The UGC-driven IP gives users a chance to re-enact their favourite couple’s best dialogues and moments. Pinjara Khubsurti Ka on the other hand drives engagement via a ‘Khelo Aur Jeeto’ contest format. One lucky winner gets an opportunity to interact with the star cast through a video call every week.
Along with users, the platform has been creating interactive opportunities for brands to integrate with relevant content, effectively tell its brand story and reach out to the target audience. Voot continues to deepen engagements on the platform through continuously launch IPs to enhance interactive play around its content and provide unforgettable and immersive experiences for its #AsliFans.