Mumbai: Viacom18’s Youth, Music and English entertainment (YME) cluster announced a strategic content partnership with Snap Inc. The cluster aims to provide its clutter-breaking content and innovations from Fully Faltoo and MTV India to Snapchat’s widespread user-community.

Snapchatters will get to enjoy snackable content and snackable clips of select content across genres and a variety of youth fiction and non-fiction shows—from Parodize Station and Bad Breakups from multi-format content destination Fully Faltoo, to pop-culture and genre-defining MTV offerings such as Splitsvilla, Hustle 2.0, new seasons of action-adventure reality show Roadies and more.

Speaking on the partnership with Snap Inc., Viacom18 YME cluster digital partnership lead Tarun Saxena said, "As we continue to scale up, we aim to close the fragmentation of touchpoints and offer our cluster’s rapidly growing content inventory to our audience through a multiplatform strategy. Engaging with the dynamic generation of Snapchatters, we see a great opportunity to achieve meaningful reach and deepen engagement with the youth across yet another canvas."

Snap director media-partnerships-APAC Kanishk Khanna added, "At Snap, we are committed to localising the app experience for our Indian community and driving relevant, interesting content for them. Our partnership with Viacom18’s Youth, Music and Entertainment cluster will add value to Snapchatters and reinforce our local-first content strategy."

As short-form content continues to permeate and significantly redefine mainstream consumption, snackable content has become the mainstay of audience engagement and transmedia storytelling. Riding this wave and surpassing its own benchmarks with a swiftly growing content library, the YME cluster is all set to revolutionise the category with unique digital partnerships.