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CEAT and MTV create social reality show ‘Chase the Monsoon’

Beginning on July 24, the show will have participants share their experiences live online through updates, pictures and videos on website and social media platforms

BestMediaInfo Bureau | Mumbai | July 16, 2013

CEAT, one of India’s leading tyre manufacturers, announced its association with MTV to launch ‘CEAT MTV Chase The Monsoon’ - a one of its kind social reality show featuring a 21 day biking roadtrip where 8 riders, in teams of 2, set out with a limited budget to explore the sights, scenes & life during Indian Monsoons.

Slated to begin on 24th July, the show will have participants share their experiences live online through updates, pictures and videos on the website and on social media platforms like Facebook, Twitter, Instagram and YouTube. This will be followed by a TV broadcast from the last week of August 2013. The show will be hosted by popular MTV VJ, Nikhil Chinapa.

Participants for biking road trip have registered as a couple or a team of two by submitting a Video, Photographs or Blog Entries about their adventurous biking experiences. CEAT and MTV will shortlist a total of 12 team entries for the final event of which 4 will be chosen through online votes. The teams finally selected will embark on a journey from Pondicherry to Mumbai over 21 days performing tasks and earning credits/money on the way in the stipulated task checkpoints.

Arnab Banerjee, Executive Director, CEAT said, “We at CEAT are constantly seeking to engage with the youth. The show perfectly represents the passions and adventures of riding in the monsoon in India, but also keeping it safe all the while. We hope that the show will capture the attention and imagination of audiences across the country.”

Aditya Swamy, Channel Head & EVP, MTV India says, “At MTV we are constantly creating content and engagement around the smaller screens. We have a large digital footprint which reaches over 20 MM people. It is this reach combined with our understanding of young people that gives us the advantage in creating successful web content. In CEAT we have a partner who values the power of content in engaging with consumers, and we hope that this is the beginning of a long partnership”

The journey will cover cities of Madhurai, Kanyakumari, Kochi, Munnar, Ooty, Mangalore, Hampi, Hubli, Goa and Pune.

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