SonyLIV Uplifts its Brand Ethos; Promises to ‘LIV to Entertain’

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Mumbai, Maharashtra, India
SonyLIV, the complete digital entertainment platform with content for audiences across genres has yet again proved its status as a pioneer of innovation in its industry by unveiling a refreshed brand identity. The renewed brand ethos “We LIV to Entertain” promises to make SonyLIV the ultimate destination for rich entertainment across genres, screen types and audience preferences. With its new positioning, the brand underlines its commitment to fulfilling the most basic and pressing of human needs – that for robust, high- quality entertainment.

To complement its brand ethos, SonyLIV has also rolled out a new logo which encompasses a full spectrum of colours with a young, energetic and self-effacing approach. The logo itself represents the brand’s reinvigorated emphasis on filling the lives of viewers with vivid entertainment that covers the key aspects of variety, depth, novelty, relevance and popularity.

In order to create top-of-the-mind recall, SonyLIV has also launched a highly riveting brand film which has been shot in Romania, the birthplace of the immortal circus – the genesis of interactive entertainment. At the heart of the film is the figure of the eternal entertainer, the clown and the message is driven home with the refrain Kamaal dikhaana, Kamaal ka kaam hai (It’s no mean feat to keep everyone entertained). Through the film, SonyLIV has positioned itself as the theatre of emotions which has the ability to amplify every feeling and thought of the viewer with engaging and evocative content.

Uday Sodhi, EVP and Head – Digital Business, Sony Pictures Networks India:

“For the last four years, SonyLIV has enjoyed a pioneering and undisputed leadership 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.”

“We pioneered the concept of original web-series in the country and have also been instrumental in bringing audiences closer to the most popular sporting action from across the world. We decided to, therefore, re-energise our brand identity in conjunction with these USPs and clearly establish SonyLIV as the ultimate provider of entertainment, irrespective of screen, genre or audience segment. Our new positioning, ‘We LIV to Entertain’ is sure to connect with one and all.”

SonyLIV:

SonyLIV is the first premium Video on demand (VOD) service by Sony Pictures Networks’ (SPN) providing multi- screen engagement to users on all devices. Launched in January 2013, it enables users to discover 20 years of rich content from the network channels of Sony Pictures Networks’ Pvt. Ltd. It also provides a rich array of movies, strong line-up of events across all sports, shows, music, product reviews.

With 25 million app downloads so far, LIV is the first amongst its competition to provide original exclusive premium content.

As a true pioneer in its space, SonyLIV launched India’s first-ever original show exclusively for the online platform earlier this year. With #LoveBytes, it became the country’s first digital video-on-demand (VOD) platform to introduce an innovation of this nature

About Sony Pictures Networks India (SPN):

Sony Pictures Networks India (SPN), (formerly Multi Screen Media Private Ltd.), is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels.

As a leading television network in India, SPN comprises of Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, a second Hindi movie channel showcasing great Indian Cinema; SAB, a family comedy entertainment channel; PIX, the English movie channel; AXN, the leader amongst English Entertainment Channels; AATH, the Bangla movie channel, MIX a refreshing Hindi music channel; SIX and SONY ESPN – the cluster of sports entertainment channels and LIV – the Digital Entertainment Channel, and, SPN’s Motion Pictures division, formerly MSM Motion Pictures.