Sony LIV gets new brand identity

'We LIV to entertain' is the renewed brand ethos, says the platform.

SonyLIV, the Video On Demand (VOD) platform under Sony Pictures Network India, has unveiled a new brand identity. The new brand ethos, ‘We LIV to Entertain’ aims to make the brand the ' ultimate destination for rich entertainment across genres, screen types and audience preferences', says an official statement.

With a new positioning, the brand promises to provide high-quality, relevant and evocative entertainment. A new logo and a brand film have been launched to further add to the move.

Shot in Romania, the film depicts the eternal entertainer, and refers to the idea,'Kamaal dikhaana, Kamaal ka kaam hai' (It’s no mean feat to keep everyone entertained).

Uday Sodhi, EVP and head – digital business, Sony LIV, while commenting on the new brand identity, says, “For the last four years, SonyLIV has enjoyed a pioneering position in India’s digital entertainment industry. As OTT content becomes more ubiquitous, it is time for us to renew our brand focus and differentiate ourselves on the key facets our viewers identify us by; that of providing them rich, stimulating and thought-provoking entertainment. Our new positioning, ‘We LIV to Entertain’ is sure to connect with one and all.”

With the help of the new film, the platform aims to position itself as the theatre of emotions which has the ability to amplify every feeling and thought of the viewer.

Launched in January 2013, SonyLIV claims to have clocked 25 million app downloads so far.