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MTV, HUL join hands to launch ‘MTV Films’

To produce movies based on brand philosophies. Anurag Basu, Abhinay Deo, Shoojit Sircar, Rohan Sippy, Nikhil Advani and Anurag Kashyap sign up for the project

BestMediainfo Bureau | Mumbai | March 10, 2014

(L-R) Ravi Rao, Hemant Bakshi, Rohan Sippy, Anurag Basu, Abhinay Deo and Aditya Swamy. Click on the image to enlarge. (L-R) Ravi Rao, Hemant Bakshi, Rohan Sippy, Anurag Basu, Abhinay Deo and Aditya Swamy. Click on the image to enlarge.

In a first of its kind collaboration, MTV India and Hindustan Unilever are coming together to launch ‘MTV Films’. A unique initiative, MTV Films will present six original films by six young, cutting-edge, cult directors of new age Bollywood: Anurag Basu, Anurag Kashyap, Rohan Sippy, Nikhil Advani, Abhinay Deo and Shoojit Sircar, each a stalwart in his own right.

Starting March 23, 2014 at 7 PM, one director’s movie will be showcased each month for six months which will be inspired by the philosophies of different HUL brands such as Sunsilk, Tresemme, Ponds, Lakme and Close Up amongst others. Through each movie, the iconic directors will portray the take of today’s youth on age-old topics of love, family, friendship, relationships and ambitions in an hour-long entertaining story.

MTV Films kicks off with Anurag Basu’s film, ‘Real FM’.

Speaking about this initiative, Aditya Swamy, EVP and Business Head of MTV, said, “Content is the No. 1 social currency of today and that makes it the most powerful medium to connect with consumers. Our partnership with HUL reflects the thought leadership both partners bring to the media and marketing world. Getting six superstar directors to create wonderful stories for brands is a coup and we are excited to launch this brand new franchise.”

Hemant Bakshi, Executive Director, Home & Personal Care, HUL, commented, “HUL firmly believes in pioneering and creating newer ways of engaging consumers by leveraging popular culture. With the launch of MTV Films, we will redefine the way in which brands tell their stories to consumers. This initiative will focus on communicating brand purpose and we are confident that it will resonate with our audience and build brand love.”

Ravi Rao, Leader - South Asia, Mindshare, said, “Mindshare has been instrumental in raising the bar and pioneering innovations for Unilever through its strategic partnerships and alliances. This is yet another initiative for Unilever that will usher in a new era in innovation which will set the template for ‘best practices’ in the region. We are very proud of this initiative that we have driven with MTV and we look forward to scaling up the model year on year.”

Amin Lakhani, Leader-South Asia, Team Unilever, added, “Converting India’s passion points into key communication opportunities is our endeavour and a challenge we thrive on. Storytelling is the new mantra to connect with our consumers, something that we have done over the years with much success. This initiative is the new benchmark not just from the uniqueness of the concept, but ably complimented with scale and execution. Moving away from branded placement, into branded content in its most pristine form with this initiative is something we are very proud of.”

This distinctive collaboration goes ‘beyond television’ platform with multiple touch-points like mobile, online and radio to engage the consumers.

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