Mumbai: Viacom18, India’s youngest full-play media & entertainment network, has teamed up with Pernod Ricard – Seagram’s Imperial Blue Packaged Drinking Water and Wavemaker India to celebrate the festival of colors – Holi. As part of the collaboration, Viacom18 , Seagram’s Imperial Blue Packaged Drinking Water has created and released a fun filled video as part of their latest campaign this Holi.
The light hearted campaign videos have been co-conceptualized and executed by the Viacom18 with Wavemaker India. This campaign is being extensively marketed across platforms – on COLORS, Colors Marathi television channels, OTT platform VOOT and across the network’s popular social media handles.
The campaign captures the spirit of the festival through a group of friends having fun, spreading cheer while celebrating Holi. The campaign videos cater to Hindi and Marathi speaking markets. It features national celebs Rubina Dilaik, Karan Kundra, Umar Riaz, Nishant Bhat and Marathi stars Jay Dhudhane, Meenal Shah, Vikas Patil and Vishal Nikam.
The campaign has already clocked eight million views and counting.
Commenting on this association Vivek Mohan Sharma, Head – Branded Content, Viacom18, said, “Given the brand identity of our marquee platform, celebrating the festival of COLORS is a natural fit for us. Seagram’s Imperial Blue is an iconic brand with some memorable campaigns and taking forward the nature of playfulness we take a dig at celebrating holi with friends. With the roster of popular television celebs that we have, and the way we have captured the spirit of this festival, we are sure this campaign will strike a chord with our viewers and the brand’s target audience.”
Furthermore, Ishwindar Singh, GM Marketing, Pernod Ricard India said, “Holi is a great moment of conviviality, wherein friends and family come together, and we wanted to capture this and create a campaign that embodies the spirit of Holi. This collaboration with Viacom18 captures the mood of the occasion in the light humour space that we have always operated in, while keeping the ethos of our brand alive. Combined with the 360 degree network amplification & Viacom18 stars, we hope to recreate the magic of our iconic campaigns with this campaign”.
Commenting on the initiative, Karthik Nagarajan, Chief Client Officer, Wavemaker India said, “The whole idea and execution of the video was a beautiful amalgamation that resonates with the brand messaging of humour and partners ideology of ‘Celebrating relationship with Colors’. It has been a great collaboration by Wavemaker India of bringing this initiative to life . With the platform reach- the spread across TV, OTT & Social, I am certain the campaign videos will have connect, create an instant impact and bring cheer to our audience”.
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