Pepsi, MTV join hands to launch music channel 'Pepsi MTV Indies'

The channel will be launched this February, and will be available across leading DTH and digital cable platforms. It will be an Indie music and subculture channel

BestMediaInfo Bureau | Mumbai | February 5, 2014

(Left) Homi Battiwala and Aditya Swamy (Right) at the launch of Pepsi MTV Indies

Viacom18 Media, a 50:50 joint venture between Viacom Inc. and Network 18, today unveiled the identity of their soon to be launched Indie music and subculture channel. PepsiCo India, one of the largest food and beverage businesses in the country, is the title sponsor of the channel. 'Pepsi MTV Indies' will be the world's largest platform for independent subcultures and has been built in collaboration with a collective of artists and supporters of the independent scene.

Led by music, Pepsi MTV Indies will also reflect other subcultures like independent films, art, comedy and more, thereby taking these alternative art forms into the homes of millions. The channel will be launched this February, in High Definition and Dolby 5.1 surround sound, and will be available across leading DTH and digital cable platforms.

Musicians, filmmakers, comedians and artists are constantly creating their own unique space and clearly emerging as a force to reckon with. Thus it's no surprise that two iconic youth brands – Pepsi and MTV – have come together to support these independent artists and transform this emerging trend into a full blown  revolution.

Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats, said, “At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we're sure that this move will help us build an ecosystem for creating a lot of live content as well.”

Talking about the first of its kind brand association in India, Deepika Warrier, Vice-President, Po1 Marketing, PepsiCo India, said, “Pepsi as a brand has always stood for anticipating the pulse of the youth ahead of the curve. Our positioning, as manifested in our tagline Oh Yes Abhi, celebrates the impatience of youth who want the excitement, the spotlight, the action, the stage, right now! Music is a key youth passion point and Pepsi's biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers.”

Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity.

“The launch of the channel coincides with the debut of Pepsi's global logo and visual identity system in India. Celebrating revolution, engagement and the impatience to be more, Pepsi continues to change the way the young see the world and the way the world sees them,” Warrier said.

The channel seamlessly integrates into the digital world. A slick, editorially rich, responsive website ensures a delightful user experience across devices. With videos streaming, users can create playlists, share gig updates and feel the experience of other Indie fans up close and personal. On the mobile front, a unique Indie music discovery app has been created which is accessible across all android and iOS platforms. Concerts and festivals are a key part of the Pepsi MTV Indies footprint.

Aditya Swamy, Business Head, MTV India, said, “MTV is the cultural home of the millennials, musicians and artists across genres. There is a content revolution brewing and MTV is constantly fuelling it with its edgy curation. Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India. We are excited about leading the change from subculture to pop culture.”

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