MTV breaks the clutter with concept-based marketing for its shows

Viacom18’s youth entertainment brand MTV has increased its focus on concept-based marketing to promote its shows. Riding on quirk, wit and innovation that embodies the brand’s DNA, MTV activated 360-degree marketing campaign celebrating the unique properties - MTV Hustle, MTV Ace of Space and MTV Splitsvilla X2. In addition to the cross-promotional activities across network channels, these initiatives are targeted to stir word of mouth for the new shows.

Navin Shenoy, Head Marketing – Youth, Music and English Entertainment, Viacom18, said, “MTV has been the voice of the Indian youth over the years by offering shows which provide a creative platform to our viewers to showcase their talent. We are not only raising the bar on innovation and entertainment with both our shows but also in ways we uniquely market them. While MTV Hustle is a new concept, MTV Ace of Space and MTV Splitsvilla are marquee shows, loved by audiences in their past seasons and hence, our strategy to market them is quirky and engaging.”

Starting with MTV Hustle, the channel gave India a new anthem this Independence Day - #SWAGtantra! Echoing the voice of young India, MTV launched India’s first crowdsourced rap- for the people, of the people and by the people. Composed by the top 15 contestants of the show, the Swagtantra rap was an ode to and a triumph of India’s legacy, will, army and its people. MTV has also launched 2 humorous ad films themed “Sab ko laga hai rap ka chaska” showcasing how rap courses through the veins of the Indian youth.

On-ground, a multi-city Hustle Cypher is up and running wherein the hip hop stalwarts hunt for the best talent in a-12 hour long on-ground plus digital contest across 5 colleges culminating into a rap battle. Using insights into the consumption patterns of our audience, exclusive mid-night social media contests are being run on MTV India handles for Hustle.

Swagtantra Anthem:

For the second season of their popular show, MTV Ace of Space, the channel designed an interesting on-ground live activity in Lucknow carried out by show host-Vikas Gupta. In a small house with 2 rooms, ex house mates-Pratik Sehjpal, Meisha Iyer, Faizy Boo and Chetna Pande were put inside. Weaving in the show concept, the idea was to test the tenacity of the contestants while playing mind games with them. However, the twist was that here viewers got to decide the destiny of the contestants by interacting live via Facebook and Instagram. Vikas also went to city colleges along with ex-contestants, made them do tasks and shortlist people. Out of the chosen ones, Mastermind will pick one who will get a chance to participate in the show.

Moving onto India’s longest-running 'search for love' reality show– MTV Splitsvilla X2, the channel launched a series of infomercials that spoof teleshopping advertisements offering magical cures. 'Splitsvilla Shoppe Network’ is a one-stop solution for various love problems that help you take 'Your best shot at love!' On offer are products like Lala Chashma which helps you gauge the relationship status of people and your compatibility with them, Ex-Repellent Spray that protects your relationship by keeping away unwanted ex’s and Majnu Ke Aasu, the perfect solution for a sensitive girlfriend who feels he isn’t ‘emotional enough’. In order to engage with the viewers, the hosts entice the audience to register their interest for their favourite product by giving a missed call before stocks run out. To know what happens next, you may want to give a missed call now.

Majnu Ke Aasu

Ex Repellent spray 

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