We want more and more people in India to get exposed to NFT: Anshul Ailawadi, Viacom18
In conversation with e4m, Ailawadi, Head–Youth, Music and English Entertainment, Viacom18, highlights consumers' growing interest in crypto blockchain and the NFT space
Viacom18 became the first media house in India to launch its own line of digital collectibles, popularly known as Non-fungible Tokens (NFTs). Fully Faltoo, Viacom18’s marketplace, is set to offer ‘fully valuable’ digital art conceptualized and created by the team that brings to life iconic brands like MTV, Vh1 and Comedy Central in India. The marketplace is all set to go live on 14th February 2022.
Fully Faltoo announced the unveiling of 4 distinct, new-age and culture-oriented NFTs that will be up for grabs on 14th February. Bakra urf G.O.A.T- bakra, Winging it aka Wing it like Wingnesh, Many Me FTWs, and Rangu- the champ, are the four digital collectibles from iconic brands including MTV, Vh1, and Comedy Central in India.
In a conversation with e4m, Anshul Ailawadi, Head – Youth, Music and English Entertainment, Viacom18 described the idea of introducing NFTs in India. “We were in touch with the consumers, especially with the younger audience. We realized that our consumers were very intrigued by crypto blockchain and the NFT space. We have a lot of legacy artworks that are very unique and fairly appreciated by our people. So the whole idea was to create our legacy artwork and let our fans be given a part of our legacy artwork”, Ailawadi added.
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While giving an insight on the base price and total number of NFTs to be issued, Ailawadi said, “There will be around 3000 pieces and the rare collectibles will have 13 pieces. This will be the first drop we will be making. The prices will be fairly competitive. The idea is to get people more and more exposed to the space of NFTs in India.”
Viacom18 has planned extensively to spread awareness about NFTs in the market space. Targeting GenZ and millennials, the media house wants to nudge the nostalgic feelings towards the iconic pop culture properties such as Roadies and Bakra. “The curiosity regarding the NFTs has increased in the market especially youths. Fully Faltoo is a legacy property for us. We have been working on this project for the past 8 months and have planned an extensive campaign to spread awareness. The creative team has simplified the entire campaign with the content. We will target specific platforms to connect with the community and explain the concept of NFTs to our audience.”
The marketplace- Fully Faltoo, has been set up by GuardianLink.io - a pioneer and innovator of NFT Technologies. This launch is said to be a first of its kind in India, from a Youth entertainment brand and creators/users on the marketplace can enjoy the safety benefits of GuardianLink.io’s Anti-RIP NFT technology.
Ramkumar Subramaniam, Co-Founder & CEO, GuardianLink.io, says, “We are elated to work with India’s leading entertainment conglomerate - Viacom18 to launch this NFT marketplace. As a technology framework ecosystem, Guardian has always been at the forefront of the race to build and operate some of the largest Marketplaces and most advanced Creative NFTs in the space. With its foundation in Creative Media, Guardian has led the race in terms of designing high-impact creative NFTs protected by our Anti-RIP technology and legitimacy protocol.”
The Fully Faltoo campaign will also aim at educating consumers about non-fungible tokens and digital collectibles while attracting viewers to bid on the platform.
