Viacom18’s new corporate brand film promises to #OpenNewWorlds
Viacom18 Media Pvt. Ltd., India's youngest media and entertainment network and the house of iconic brands, has launched a corporate brand film titled ‘Open New Worlds’. Conceptualized by Leo Burnett Orchard, the film commemorates the entertainment conglomerate’s completion of 10 years in India. This new brand ideology is encapsulated in an impactful way through the new film 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 Mn+ Indians across 80 countries.
“From rank newcomers to India’s fastest growing full-play media organization, 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 & CSR, Viacom18. She also added, “I’m thankful to Leo Burnett Orchard for helping us conceptualize 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 celebrated singer Jubin Nautiyal.
Speaking about the creative thought behind the campaign, 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 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.
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
Executive Producer: Khalil Bachooali
Producer: Fahad Pathan
Lyrics: Akshay Shinde
Original music: Varun Parikh