Amazon.in and MTV launch music fest in run-up to Amazon Great Indian Festival

The music festival, conceptualised and created by MTV Brand Studio, is billed as the biggest content marketing initiatives undertaken by a brand in India this year

BestMediaInfo Bureau | Mumbai | September 30, 2016

Amazon.in, in association with MTV, is all set to welcome the festive season with an exciting content marketing initiative. This festive season, Amazon has upped the ante on customer engagement by creating a one-of-its kind musical experience in association with MTV Brand Studio.

MTV Brand Studio was set up with the aim to provide brands with creative branded content and content marketing solutions to engage with its audience. The idea of the tie-up is to tap into the gaiety of the festive season by getting renowned musicians to kick it off with a music festival leading up to the launch of Amazon.in's sale, the Amazon Great Indian Festival – Tyohaar Bade Dilwala.

A first-of-its-kind, the music festival, which has been conceptualised and created by MTV Brand Studio for Amazon India, is being hailed as the biggest content marketing initiatives undertaken by a brand in India this year. For the music festival, MTV has roped in some of the biggest and the most talented musicians to create a music festival that encapsulates the excitement of the festive season and gets the customers into a festive mode.

The music festival stage will host the likes of Badshah, Vishal and Shekhar, Sunidhi Chauhan, Papon and Shaan and will be aired across MTV, MTV Beats, Colors, Rishtey, Colors Marathi and Colors Gujarati in both SD and HD, on September 30 at 11 pm, ensuring maximum reach across age groups through the combined reach of the mass, youth and regional brands of Viacom18.

Manish Tiwary, VP Category Management, Amazon India, said, “This year we recognise and celebrate the big heartedness that underlies festivities and have themed the 'Great Indian Festival as Tyohaar Bade Dilwala'. We are delighted to celebrate this with our customers as much as with the entire ecosystem of our sellers, vendors and partners to bring festive cheer all over the country. We are delighted to partner with MTV Brand Studio that has conceptualised and created a beautiful musical experience for our customer. These marathon 120 hours of the event mark our continuing commitment to work closely with our partners and together bring the biggest sale yet for our customers, with the best-ever shopping experience powered by prime.”

Ferzad Palia

Ferzad Palia, Head, Youth and English Entertainment at Viacom18, said, “We at MTV have always prided ourselves on being catalysts of change for our partners. And with this thought in mind, we have launched a unique offering titled MTV Brand Studio to help address branded content and content marketing needs of our clients. With this exciting new initiative with Amazon, we are delighted that a mega e-commerce giant recognises MTV's creative strength and Viacom18's reach and the value it can generate for them. As a part of this association, MTV Brand Studio has not only conceptualised and created an entire music festival for Amazon, we are also going to be simulcasting the show across our biggest channels reaching out to mass, youth and regional audience.”

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