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MTV India & Fully Faltoo from Viacom18’s YME cluster announce a strategic content partnership with Snap Inc

Youth brands MTV India and Fully Faltoo will deepen engagement with the Snapchat generation through this partnership, Snapchatters will have access to select snackable content, including audience favorites like MTV Roadies, Splitsvilla, Paradise Station, and Bad Breakups

Fortifying digital engagement with India’s young, dynamic audience, Viacom18’s Youth, Music, and English entertainment (YME) cluster has announced a strategic content partnership with Snap Inc. Ensuring end-consumer engagement, the cluster aims to provide its clutter-breaking content and innovations from Fully Faltoo and MTV India to Snapchat’s widespread user-community.

The YME cluster boasts of high-value properties that have gained audiences on television and digital. Snapchatters will get to enjoy snackable content and snackable clips of select content across genres and a variety of youth fiction and non-fiction shows – from Paradise Station and Bad Breakups from multi-format content destination Fully Faltoo to pop-culture and genre-defining defining MTV offerings such as Splitsvilla, Hustle 2.0, new seasons of the action-adventure reality show Roadies and more.

Speaking on the partnership with Snap Inc., Tarun Saxena, Digital Partnerships Lead, Viacom18 YME Cluster, said, “As we continue to scale up, we aim to close the fragmentation of touchpoints and offer our cluster’s rapidly growing content inventory to our audience through a multiplatform strategy. Engaging with the dynamic generation of Snapchatters, we see a great opportunity to achieve meaningful reach and deepen engagement with the youth across yet another canvas.”

“At Snap, we are committed to localizing the app experience for our Indian community and driving relevant, interesting content for them. Our partnership with Viacom18’s Youth, Music, and Entertainment cluster will add value to Snapchatters and reinforce our local-first content strategy.”

Kanishk Khanna, Director- Media Partnerships, APAC at Snap

As short-form content continues to permeate and significantly redefine mainstream consumption, snackable content has become the mainstay of audience engagement and transmedia storytelling. Riding this wave and surpassing its own benchmarks with a swiftly growing content library, the YME cluster is all game to revolutionize the category with unique digital partnerships.

About MTV:
MTV, the world’s premier youth brand, is a dynamic and vibrant blend of music and pop culture. With a global reach of more than half a billion households, MTV is a cultural home to Gen-Z, music fans, and artists. MTV engages over 50 MN+ young audiences across various social media platforms, making it one of the most influential youth brands in India. As a creative powerhouse, MTV’s repertoire of flagship properties includes Roadies, Splitsvilla, Hustle, Unplugged, and Supermodel of the Year, & a couple of new-age show formats like Anything for Love, Ex or Next, while showcasing innovative formats along with some of the most engaging cause-led initiatives like MTV Memory Karaoke, MTV Cancel Covid, MTV Trash Talk, MTV Baar Bra Dekho, etc., that drive the youth towards positive change. As the universe of the young, MTV Insights Studio also brings out the most extensive biennial study into the mindset and behavior of India’s youth through the MTV Youth Study.

This article was shared with Prittle Prattle News as a Press Release.
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