Content media

MTV India and Fully Faltoo Announce Strategic Content Partnership with Snap Inc

Snapchatters will have access to select content, including audience favorites like MTV Roadies, Splitsvilla, Parodize Station and Bad Breakups.

Fortifying digital engagement with India’s dynamic young audience, Viacom18’s Youth, Music and Entertainment English (YME) cluster has announced a strategic content partnership with Snap Inc. Ensuring end-consumer engagement, the cluster aims to deliver its content and its groundbreaking innovations from Fully Faltoo and MTV India to Snapchat’s vast community of users.

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

Speaking on the partnership with Snap Inc., Tarun Saxena, Head of Digital Partnerships, Viacom18 YME Cluster said, “As we continue to grow, we aim to end touchpoint fragmentation and offer our cluster’s rapidly growing content inventory to our audience via a cross-platform strategy By engaging with the dynamic generation of Snapchatters, we see a great opportunity to achieve meaningful reach and deepen engagement with young people on another canvas.

Kanishk Khanna, Director of Media Partnerships, APAC at Snap, said, “At Snap, we are committed to localizing the app experience for our Indian community and delivering content that is relevant and engaging to them. Our partnership with Viacom18’s Youth, Music and Entertainment cluster will add value to Snapchatters and strengthen our local-first content strategy.

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