Technology Brand Strategy NFTs

Viacom India announces first-of-its-kind NFT marketplace from a youth entertainment brand


By Amit Bapna | Editor-at-large

January 20, 2022 | 3 min read

Non-fungible tokens (NFTs) have been one of the most prolific new-age trends to have taken the brand world by storm recently. NFTs or blockchain-certified digital art have found resonance among brands, artists and celebrities across the globe.

Viacom India to launch its NFT marketplace

Viacom India is to launch its own NFT marketplace

The latest to join the bandwagon in India is Viacom18’s Youth, Music and English Entertainment (YME) cluster, with the announcement of its NFT marketplace

Nuts and bolts of the marketplace

Interestingly this also marks the first foray of the FullyFaltoo franchise from being a show on MTV and a brand solutions studio to an NFT marketplace.

Set to go live on February 14 2022, the marketplace has been designed to offer ‘fully valuable’ digital art conceptualized and created by the Viacom team in India. The backend of the marketplace has been set up by, with its existing footprint in NFT Technologies.

On display would be a diverse range of digital collectibles that would allow fans to claim ownership over the digital art pieces. It would also include creations inspired by MTV’s iconic pop culture properties such as Roadies and Bakra, which would be up for auction across the globe.

Making it safe and secure

Users will have to register on the platform to be able to make a purchase through the use of a custodian wallet, and will be able to buy the NFTs at a set auction price.

To keep it secure, industry-standard security layers would be enabled, set up by to ensure the security of minting, transferring and storing NFTs.

Rollout plans

Viacom plans to roll out an elaborate integrated marketing campaign to spread the message around its maiden NFT marketplace foray.

“The idea is also to educate consumers about non-fungible tokens and digital collectibles, while attracting viewers to bid on the platform,” said Anshul Ailawadi, head – youth, music and English entertainment, Viacom18.

Experts speak

Talking about Viacom18’s maiden NFT offering, Ailawadi said: “As one of the world’s largest media markets, India is uniquely positioned to be at the focal point of this ‘web3 revolution’ backed by the power of NFTs.”

The entry into the NFT space with Fully Faltoo is another step in the brand’s ongoing mission to stay ahead of the curve when it comes to emerging trends and pop culture. He added: “We look forward to building as the go-to destination for must-have digital art.”

Speaking about the new offering, Ramkumar Subramaniam, co-founder and chief exec,, said: “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.”

Technology Brand Strategy NFTs

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