VICE Media, the youth media brand, has officially announced its operations in India to reach the youth population in what will be the youngest country in the world by 2020. The launch comes through a partnership with Times of India Group. VICE India says it will bring locally relevant content to hundreds of millions of new eyeballs in primarily Hindi and English.
VICE is producing and distributing local programming for digital, mobile and linear platforms. VICE India has introduced all of its digital brands under the VICE.com banner, premiering a significant late night prime time television block across the Times of India portfolio – bringing the best of VICELAND’s content to a mass market.
With a strong focus on culturally-relevant topics and experiences of what it is like to be young in India today, VICE India’s local content programming will span conversations across topics like food, music, politics, sports, sex, identity, nightlife, arts, and comedy. In the coming months, the company plans to showcase a wide range of content encompassing topics that directly impact or affect the youth of the country – including local mental health crisis, sexual assault on university campuses, navigating life in India as an LGBTQI+ individual, the taboo sex industry, and political action in the region, amongst others.
New offices in Mumbai and Delhi will host full-scale VICE operations, including a local offering of Virtue Worldwide, VICE’s in-house creative agency, and a full-service content production studio, VICE Studio, producing local news, culture, documentary, film and scripted content for television, SVoD, OTT and digital platforms.
Hosi Simon, CEO of VICE APAC, said: “Everything we do, our aim is to reach the aspirational mass audience which is about to make their voices heard loudly in India. We are looking beyond urban India, into the regional emerging, aspirational, and highly curious youth population, which we believe will own the future of the country very soon. We hope to create ground-breaking content and play a significant role in creating and giving a voice to the youth of India, and helping to bring their stories and creativity to all parts of India, and to the rest of the world.”