HE Deodorant, MTV join hands to give youth an adrenaline rush

The two entities will be launching a 13-week reality show, called 'MTV HE Ticket', from May 9 that will take contestants on one-of-a-kind adventures across India

BestMediaInfo Bureau | Mumbai | May 5, 2015

MTV and HE Deodorant, the male grooming brand from Emami, have collaborated to launch 'MTV HE Ticket', a 13-week reality show that will take contestants on one-of-a-kind adventures across India. The show will premiere on MTV on May 9, 2015 with a shortlist of 30 contestants selected through an online 'all for entry mechanism'.

The first round of enlisting involves uploading a video by the participant on the microsite, www.mtvindia.com/heticket, trying to impress and convince the MTV judges with the interesting quotient in the person. The launch of the microsite will be supported by a 360-degree integrated communication, including digital media and point of sale activation.

The show is structured to begin with audition fails, proceeding on to selection of contestants, pushing them to the frontier with acts that involve derring-do at exotic locales of India and finally culminating in joint performance of a unique task by the VJ and the participant. In the process, the show will capture the camaraderie between participants, their shared anxieties, apprehensions and finally the joy of success.

Throwing light on the show's concept, Mandar Natekar, Head - Sales, MTV, said, “At MTV, we are always looking at providing our audience with unique content and interesting shows. And creating content which is in sync with the brand needs is something that we have always excelled in. With 'MTV He Ticket', we are extremely excited to launch a unique travel-based show which lets contestants bring alive the brand's personality of 'Be Interesting'. HE deodorant, known for its connection with the youth, is the perfect partner for launching a show that works on exploring our country and the boundaries one is willing to push himself or herself to be interesting.”

Harsha V Agarwal, Director, Emami, added here, “India as a country has a vast choice of far-flung places which are non-touristy, yet enchanting. 'MTV HE Ticket' will be a trailblazing concept, which will take the shortlisted participants on a journey to these best-kept secrets of our country and in the process rediscover the interesting facets that are dormant within them. As a brand also, HE deodorant epitomises the evolved man who tries to Be Interesting in his everyday accomplishments. 'MTV HE Ticket' will be a journey of unique and unforeseen adventure, which will showcase the sometimes exotic, sometimes bizarre, but always interesting aspects of people, places and activities.”

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