MTV rolls out Imam-style campaign for 'Time Out with Imam'

Pays tribute to the telegram with Imam-O-Gram; Imam takes over Mumbai city with 400 rickshaw-wallas and 10 flash mobs; first real-time radio integration across 10 cities

BestMediaInfo Bureau | Mumbai | July 31, 2013

MTV recently announced the launch of their new comic-reality series with the most eccentric personality on television – Imam Siddique. Aptly titled 'Time Out with Imam – Ek Insaan, Kai Pehchan', the show chronicles around the life of Imam and his journey as he tries to attain his goal – to enter Bollywood. In confluence with the over-the-top and outrageous central character with an equally crazy story-line to support, the channel conceptualized a marketing campaign that befits the show completely. Fun, crazy and in-your-face, the campaign gave the audience a peek into what they can expect from the series which airs every Sunday at 7pm on MTV.

While the 'Telegram' has breathed its last, MTV and Imam Siddique bid adieu to it with the 'Imamogram' App. Paying a tribute to the 163 year old telegram service. MTV launched a new app on Facebook, 'Imamogram' – a modern-day telegram. A fun app through which fans can say something bold and cheeky to anyone they want with a personalized message delivered by Imam himself. All users need to do is log on to mtv.tl/imamogram choose a recipient from their friend list on Facebook and the app gives them a variety of moods to choose from such as fake, back-stabber, ugly and dumb; and then enter a short message they would like to send to the recipient. We've seen quite a few fun messages already like- 'you're so fake you must be made in China' and  'You're so dumb you went to the dentist to fix your bluetooth' and more…. Imam then takes over and delivers the message Imam style. The app has already gained popularity with over 70,000 hits.

Along with the engaging app, MTV also connected with the public on-ground by joining hands with one of the lifelines of the city – the 'Rickshaw-walas'. As the sun dawned on July 12, the entire city was swarmed with 'Rickshaw-walas' wearing Imam masks, riding passengers around the city. Promoters' sporting Imam T-shirts and masks with placards of the show were also stationed at various locations. In addition to this, many youth-populated areas like National College and Mithibai College saw flash-mobs that took the crowd by surprise! Joining the 'Rickshaw-walas' and the promoters was the star of the show himself – Imam Siddique. With his funny antics and flamboyant candor, he was definitely the centre of attention and a crowd puller.

Taking the campaign one step further, on 27th July, the BMS students of Wilson College in association with MTV initiated a Zombie Walk for a cause-feeding the poor. Imam in his zombie avatar led the walk along with 2500 students as they all said 'Give Hunger a Time Out' which grabbed many eyeballs for its unique concept.

Speaking about the marketing campaign, Aditya Swamy, EVP and Business Head – MTV India, says, “Everything about this show is out of the ordinary…The communication plan is in line with the DNA of the show. We wanted to deliver a surprise element at every touch point and give people a moment of fun in their busy days...Mission accomplished!!!!”

Imam Siddique, the protagonist of the show says, “I am extremely delighted with the response the marketing activity has garnered. The amazed look on people's faces made the activity a success as we were looking to get that reaction. I just had to be myself and I am pleased that I was accepted so lovingly. The Imamogram app is also something that I am sure the young generation will love. It is fun, cheeky and entertaining, just like me! After this campaign, I am certain the audience will be eagerly looking forward to my show!”

In addition to these interesting activities, the series will also see real time radio integration, a first for any show on television. A few of the episodes will see Imam's antics at the Red FM station go on air waves as well as be a part of the actual episode.

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