Sony LIV, the complete digital entertainment platform with content for audiences across genreshas yet again proved its status as a pioneer of innovation in its industry by unveiling a refreshed brand identity. The renewed brand ethos “We LIV to Entertain” promises to make Sony LIV the ultimate destination for rich entertainment across genres, screen types and audience preferences. With its new positioning, the brand underlines its commitment to fulfilling the most basic and pressing of human needs – that for robust, high-quality entertainment.

To complement its brand ethos, Sony LIV has also rolled out a new logo which encompasses a full spectrum of colours with a young, energetic and self-effacing approach. The logo itself represents the brand’s reinvigorated emphasis on filling the lives of viewers with vivid entertainment that covers the key aspects of variety, depth, novelty, relevance and popularity.

In order to create top-of-the-mind recall, Sony LIV has also launched a highly riveting brand film which has been shot in Romania, the birthplace of the immortal circus – the genesis of interactive entertainment. At the heart of the film is the figure of the eternal entertainer, the clown and the message is driven home with the refrain Kamaal dikhaana, Kamaal ka kaam hai (It’s no mean feat to keep everyone entertained). Through the film, Sony LIV has positioned itself as the theatre of emotions which has the ability to amplify every feeling and thought of the viewer with engaging and evocative content.

Uday Sodhi, EVP and Head – Digital Business, Sony LIV said, “For the last four years, Sony LIV has enjoyed a pioneering and undisputed leadership position in India’s digital entertainment industry. As OTT content becomes more ubiquitous, it is time for us to renew our brand focus and differentiate ourselves on the key facets our viewers identify us by; that of providing them rich, stimulating and thought-provoking entertainment. We pioneered the concept of original web-series in the country and have also been instrumental in bringing audiences closer to the most popular sporting action from across the world. We decided to, therefore, re-energise our brand identity in conjunction with these USPs and clearly establish Sony LIV as the ultimate provider of entertainment, irrespective of screen, genre or audience segment. Our new positioning, ‘We LIV to Entertain’ is sure to connect with one and all.”