Viacom18's INS to Handle Vivo Launch in India

The China-based handset brand is launching in India on December 15. INS will handle the creative, media planning and buying duties for the brand.

Global handset brand Vivo is all set to venture into the Indian market. The smartphone brand has partnered with Viacom18's brand solutions offering, Integrated Network Solutions (INS) to handle its strategic marketing and communication duties.

Viacom is also helping Vivo to launch in other countries like Malaysia, Indonesia, Thailand and Singapore.

The two-year old division of Viacom18 (in India) will help Vivo build the brand in the minds of the Indian consumer during the first phase. The association will be promoted in the youth, music, and comedy genres with brands like MTV, Vh1, Comedy Central and Colors.

Besides, all other marketing and brand communication activities will also be conceived and executed by INS.

The brand will soon be seen sponsoring MTV Roadies X2 as a 'powered by' sponsor. The tie up will also happen with Comedy Nights With Kapil (Colors). Besides, till July 2015 end, the brand will be leveraging all the live properties from the group, thereby ensuring maximum coverage and visibility.

Sudhanshu Vats, group CEO, Viacom18 Media, says, "The collaboration opens new avenues for media conglomerates to go beyond the perception of being a mere vehicle for advertisement. With a network like ours - with multi-screen, multi-platform, multi-regional presence that caters to Vivo's core TG of 18 to 34, we make for an ideal partner to provide complete brand solutions."

According to Jaideep Singh, senior vice president, INS, Viacom18 Media, INS has steadily worked towards building large IPs and also building strategic partnerships across brands in the past year using all network delivery points.

"The association with vivo is a very unique, symbiotic partnership. The role of a media company is no more just to be an advertising platform. We must present ourselves and work towards becoming a complete solutions provider," Singh adds.

While live properties and broadcast properies are two main media vehicles for the brand launch, the company will promote Vivo through digital medium as well. The medium will act more as pure play marketing platform. Around December-end, INS will be releasing television commercials, 60-70 per cent of which are expected to air on channels from the Viacom18 bouquet.

Priced in the range of Rs 7,000 to Rs 40,000, Vivo will be launching in India with around five different models. The company has set up its distribution network in around 20 states in the country.

Jacky Liao, director, Vivo Mobile India, says, "We are excited about this association with Viacom18 for our India launch. India is a vast and diverse market for us and partnering with Viacom18 is the most obvious choice considering their deep awareness of the Indian consumer. Having worked with Viacom internationally in other markets, we repose great confidence in Viacom18's capabilities and look forward to building a long and fruitful relationship together." It is a long term deal that Vivo has struck with INS.