Mumbai: Viacom18 has partnered with Pernod Ricard – Seagram’s Imperial Blue packaged drinking water and Wavemaker India for its latest campaign for Holi. The campaign has already clocked eight million views and counting on digital, the media company said.
Conceptualised and executive by Viacom18 with Wavemaker India, the campaign is being extensively marketed across platforms including Colors, Colors Marathi, on their OTT platform Voot and on the network’s social media handles.
The campaign films cater to Hindi and Marathi-speaking markets. It features national celebrities Rubina Dilaik, Karan Kundra, Umar Riaz, Nishant Bhat, and Marathi stars Jay Dhudhane, Meenal Shah, Vikas Patil and Vishal Nikam.
“Given the brand identity of our marquee platform, celebrating the festival of Colors is a natural fit for us,” said Viacom18 head – branded content Vivek Mohan Sharma. “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.”
“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,” said Pernod Ricard India GM – marketing Iswindar Singh. “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 and Viacom18 stars, we hope to recreate the magic of our iconic campaigns with this campaign”
“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’,” said Wavemaker India chief client officer Karthik Nagarajan. “It has been a great collaboration by Wavemaker India in bringing this initiative to life . With the platform reach- the spread across TV, OTT and Social, I am certain the campaign videos will connect, create an instant impact and bring cheer to our audience”.
