MTV brings MTV Unplugged to India

Gets Micromax mobiles as presenting sponsor for the internationally acclaimed music property.

BestMediaInfo Bureau | Mumbai | September 5, 2011

After a successful stint of Coke Studio@MTV, MTV's renowned international music property, 'UNPLUGGED' has hit Indian shores. The franchise that started in 1989 has in the span of more than two decades featured iconic artists right from as Eric Clapton, Paul McCartney, Mariah Carey, Nirvana, Bob Dylan, and Oasis to Katy Perry, Alicia Keys and the likes. An unrivalled listening experience that exposes the raw talent of your favourite artists, 'Micromax MTV UNPLUGGED' will premiere in India on 1^st October 2011, Saturday @7pm.

On the launch Aditya Swamy, Channel Head – MTV India said, “UNPLUGGED is another initiative which shows that M will always be at the heart of MTV. Music in its purest form is when it is acoustic, pure & soulful…no remix, no electrics. The artists, the songs, the setting and even the instruments have been carefully handpicked to give a rich musical experience. UNPLUGGED will be driven by a multi media distribution and marketing program to give fans a chance to always be within arm's reach of this unique content.”

Pratik Seal, Marketing Head – Micromax Informatics also commented, “We are delighted to be associated with MTV UNPLUGGED. This would be a great platform for the viewers to experience some of the great Indian musicians come together to perform. Our target audience has majorly been the youth and young at heart, who want innovative devices and have music as an important part of their life. We strive to cater to their needs. We have earlier come out with a phone with MTV, and with this association, we plan to strengthen our ties.”

'Micromax MTV UNPLUGGED' will showcase an explosion of acoustic music, behind-the-scenes and interview footage interspersed with the performances. The series' roster runs the gamut of popular bands and singers like Indian Ocean, Rabbi Shergill, Rekha Bhardwaj, Mohit Chauhan, Susheela Raman, Advaita, Euphoria, Javed Ali, Shilpa Rao, and many more. The distinct artists featured on 'Micromax MTV UNPLUGGED's Indian edition will present music in the most UNPLUGGED way possible, in other words the show will have music in an unadulterated and non-tampered form so as to retain the real genre of music.

Steering all the music in one direction will be Ranjit Barot, film score composer, music director/arranger, singer and drummer par excellence, as the Music Producer/ Arranger for Micromax MTV UNPLUGGED. On his contribution, he said “I am very excited about this association. With 'Micromax MTV UNPLUGGED' we intend to take popular artists into a raw and acoustic musical environment and present them to the television screens of the Indian audiences. An eclectic mix of artists will be seen and heard showcasing their talent and I am sure the audience will enjoy this new Avatar of their favourite artists.”

What the Artists have to say on their Association:

Indian Ocean: “It's been years since we have played an entire acoustic set, in-fact we don't remember the last time we did something like this, it is fantastic that MTV is taking this direction and giving a platform to promote musical innovations like MTV UNPLUGGED. We are really excited to be part of it and working with some new musicians who add such a lovely flavour to our compositions.”

Rekha Bharadwaj: “I am glad that MTV has taken an initiative with UNPLUGGED to tap the potential of music in its purest form”

Rabbi Shergill: “MTV Unplugged is a fantastic concept and franchise, one I've enjoyed and looked up to over the years. Also, it's introduction in India couldn't have come at a more timely juncture where independent music is at its lowest ebb. Bravo MTV!”

MTV UNPLUGGED is a distinct property from Coke Studio@MTV, as the former is more unrefined and raw where the vocalists are the key components than the instruments. So gear up for a great season of 'Micromax MTV UNPLUGGED' for a refreshing yet raw music explosion only on MTV!!

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