MUMBAI: VICE, the youth media brand, has officially launched its operation in India, in partnership with The Times of India Group, as it targets what will be the youngest country in the world in a couple of years’ time.

“We are going 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,” Chanpreet Arora, CEO at VICE India, told Afaqs!

“We will have 70% local and 30% global content,” she added, with the local part encompassing culturally-relevant topics and experiences of what it is like to be young in India today – so identity, sex, food, music, politics, sports, science and tech, and nightlife will all feature.

“The local content will be a mix of video, editorial, podcasts, multimedia, et al,” Arora elaborated, and will be created for all channels – including TV, S-VOD, A-VOD, OTT platforms and open platforms like Facebook and YouTube.

She indicated that there would be a “a strong play of Hindi and a mix of other regional languages in the coming times.”

Global content will include the best from its VICELAND TV channel, which will be premiered in a late-night prime-time television block across the Times of India portfolio.

VICE’s creative agency Virtue Worldwide, meanwhile, aims to deliver its particular take on branded content. Launch partnerships in the region include Mountain Dew (PepsiCo) and Anheuser-Busch InBev.

“India is a massive priority market and core to the future of VICE,” Arora stated. “There are a lot of players in India; there is innovation and new things are happening every day. It forms the perfect ground to do what VICE does best – be agile, humble and hopefully smarter, faster, better, and more interesting.”

Sourced from VICE, Afaqs!; additional content by WARC staff