MTV's desi hip-hop reality show 'MTV Hustle 03 Represent' returns

MTV from Viacom18 has announced the anticipated return of its desi hip-hop reality show. Poco MTV Hustle 03 Represent is co-powered by Govo Soundbars, T-Series, Wildstone, and Appy Fizz.

The show is set to premiere on October 21, and air every Saturday and Sunday at 7:00 pm on MTV and JioCinema.

As the show has emerged to be the definitive stage for fresh rap talent, ‘India Ab Tumhari Baari’ is the season’s clarion call, urging young India to proudly celebrate the representation of their hood, culture, music, passion, stories, beliefs, issues and even identity.

Leading the charge once again will be none other than the global rap artist Badshah. To hone talent and create industry-ready professionals, Indian rap powerhouses Ikka, Dee MC, Dino James, and EPR will assume the role of Squad Bosses.

Anshul Ailawadi, Head – Youth, Music, and English entertainment, Viacom18, said, “MTV has always been a co-creator in India’s evolving youth story. The stage of MTV Hustle has truly pioneered the desi hip-hop revolution, with a powerful cultural impact across the sub-continent. The new season will represent India’s youth in the truest sense. We’re proud to bring this sonic revolution, across multiple platforms for our audience.”

Himanshu Tandon, Country Head, Poco India, said, “Rap is more than just music; it's a powerful expression of the youth's unyielding spirit. Poco has always been the brand for those who dare to be different, who embrace challenges, and who set new trends. Our association with MTV Hustle 03 Represent is a testament to our commitment to understanding and empowering the vibrant energy of the young generation. Through this collaboration, we're not just sponsoring a show; we're becoming a part of a cultural movement that resonates deeply with the millennial and Gen Z audience. Poco is thrilled to amplify the voices of India's rap sensations and contribute to the growth of an art form that speaks volumes about the passion and resilience of our youth.”

For the third season of Hustle 03, JioCinema has planned a range of exciting and engaging interactivities for its viewers. A Fantasy League has been designed that will allow audiences to make their own squad and win points for predicting which contestants will get Radio hit, highest squad scores and who would be eliminated. The person that wins will stand a chance to watch the show live. Adding to the entertainment is a fun a watch and win contest where viewers will be asked one question during the Sunday episode that will allow viewers to win exciting prizes daily. Everyone is aware of the popular meme culture, keeping this in mind, the audience will be given templates from the iconic show on which they can create their own memes. The immersive interactivities above is sure to make this season of Hustle on JioCinema an engaging experience.

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