Viacom18’s network-wide roadblock with 310-sec PSA

23 Mar,2020

By A Correspondent


Supporting and amplifying Prime Minister Narendra Modi’s appeal towards social distancing and call for a Jantaa Curfew on Sunday, March 22, media and entertainment conglomerate Viacom18, launched the #PauseForACause. Cheer and Applause. campaign across all its media assets. The campaign was frontlined by a 310-second ad that aired once on all Viacom18 channels simultaneously  at 4:59:50pm on March 22. Viacom18 further used its reach on its social media channels as well as on its OTT platform VOOT thus amplifying the message in the digital ecosystem.



Sudhanshu Vats

Speaking on the initiative, Sudhanshu Vats, Group CEO and MD, Viacom18 said: “At Viacom18, we are deeply invested towards using our presence to create awareness around issues however large or small. We have always leveraged the power of storytelling to ensure that our viewers become more socially responsible while being entertained. The current health and social crisis has created unprecedented disruption at the national and global level. While constant efforts are being made by the Government to keep it in control, we would like to play a small role to amplify the message. Keeping this in mind, we would like to pay our tribute to medical, paramedical and all other professionals who have been providing round the clock support during this pandemic with our campaign #PauseForACause – Cheer and Applause. We are deeply grateful for all their efforts. We urge citizens to practice social distancing, avoid travel and social gatherings at a personal level to help the Government flatten the curve for the greater good of the society.”



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