Mumbai – Vuclip announced the first ever integrated brand marketing campaign for Viu – ‘Kaafi Feels Bro!’ The new campaign aims at building Viu, the leading OTT service available in 15 markets throughout Asia and the Middle East, as a go to destination for the most compelling and engaging content. After its successful launch in India last year, Viu has witnessed exponential growth in terms of the audience base and engagement.

‘Kaafi Feels Bro!’ encapsulates the very essence of the brand that delivers fascinating stories to today’s young and digital-first audiences. While showcasing an array of genres that viewers can choose from, the campaign focuses on riveting, fresh and original stories available on the platform including movies and Korean shows. The 360-degree marketing campaign will be rolled out across TV, Print, OOH, radio and social platforms ensuring buzz for the highly captivating content that the OTT platform has to offer.

The campaign was created in two languages, Hindi and Telugu, signifying the availability of multilingual content on Viu, both original and licensed. Aptly titled ‘Kaafi Feels Bro!’,the brand film echoes the essential intent of offering content that appeals to consumers’ emotions in a variety of genres such as horror, drama, romance and comedy on Viu. The TVC shows people who are immersed in the viewing experience to the extent of feeling they are a part of the story, going through the fears and joys the show has to offer.

Commenting on the launch of brand campaign, Shantanu Gangane, Head of Marketing, Viu India says, “At Viu, our endeavor is to offer great viewing experiences and riveting content with a dose of local flavors to our audiences. With compelling content that is bound to evoke various emotions from viewers, our first brand campaign is a reminder of the diverse genres, moving stories, interesting and original content available for our viewers on the platform. With the ‘Kaafi Feels Bro!’ campaign we aim to connect with our audience in their lingo, which to them signifies the range of exciting content.”

Commenting on the Brand Campaign, Bates Chi & Partners India CEO, V.S. Srikanth, said, “It was a great experience to co-create this communication with Viu and we look forward to many more such experiences. The collaborative effort of the Viu and Bates teams has led to this piece of communication; a perfect representation of youth and their viewing habits. We knew we had a winner when we first presented the line ‘Kaafi Feels bro.’ after much deliberation, testing and market research, here we are today. The rest, as they say, is history.”