Nescafe and MTV hosted the finale of their co-branded digital talent platform titled MTV presents Nescafe Labs on July 6 at the Summer House Café in Mumbai.
MTV and Nescafe had set out on a journey to provide young and raw talent with an online platform to help them get nurtured and recognised with MTV presents Nescafe Labs – a destination for creative youngsters looking for inspiration, mentors and a stage to showcase their talents. The property garnered a social reach of over 90 million, over 8 million digital video views and received 85,000+ registrations. Out of this, 12 finalists were selected by the mentors to showcase their talent in India’s biggest talent pool party in Mumbai, aptly named the House of Labs.
The property saw participation of youngsters possessing talents like flute-boxing, beat boxing, rapping, singing, dancing and football free styling.
Speaking on the need for such platforms, Sunayan Mitra, General Manager, Coffee and Beverages, Nestlé India, said, “Nescafe is a brand that resonates with the aspirational youth. It aims to partner with the youth in their journey towards achieving their dreams. Youngsters have an inherent talent. This talent needs to be identified, harnessed and refined. MTV presents Nescafe Labs is one such platform that discovers creative talent and enables them to interact and learn from industry experts. Serving as a talent scouting and nurturing platform, it is an opportunity that kick starts their journey to better and bigger things in life.”
Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18, said, “MTV and Nescafe joined hands to empower the youngsters by providing them a platform in the form of MTV presents Nescafe Labs to give wings to their dreams. The massive number of registrations proves that a lot of youngsters have been able to be a part of this creative ecosystem. It’s amazing to see the enormous talent pool in the country, which is second to none. For us, true success of the platform lies in seeing these talented young people reaching heights of success in their chosen fields and having the best of minds from within the industry coming forward to mentor them.”
In order to enable the contestants to hone their talent, industry stalwarts renowned for the skills, including the likes of Papon (Cover Singer Challenge), Subi Samuel (Photography Challenge), Shakti Mohan (Dance Challenge), Satish Acharya (Cartoonist Challenge), Nikhil Chinapa and Jose Covaco (Twitterati Challenge), RJ Rishi (RJ Challenge), Vikas Bahl and Madhur Bhandarkar (Film-making Challenge) mentored the contestants.