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MUMBAI:
MTV in association with Pepsi has announced the launch of
Youth Icon 2007. In the fifth year, the line up of nominees
moves away from the usual personality-led nominations to literally
anything that has affected youth in recent times.
The
nominees for Pepsi and MTV Youth Icon 2007 are - Orkut ( the
online communitee), Abhishek Bachchan ( the actor ), Rang
De Basanti ( the movie ), Multimedia Cell Phone and you.
John
Abraham who is the election comissioner for this year started
the campaign by casting the first vote. He will also also
promote the campaigning across the youth demographic.
Previously,
Anil Ambani, Rahul Dravid, Shahrukh Khan and Mahendra Singh
Dhoni have been selected the MTV Youth Icons over the last
four years.
 This
year, the MTV VJs would be supporting one nominee each and
rooting for it to win. With Cyrus Sahukar supporting Rang
De Basanti, Sophie rooting for Abhishek Bachchan, Nikhil
Chinappa canvassing for Orkut, Anusha Dandekar championing
the cause of multi-media cell phones and Ranvijay crusading
for 'you', Pepsi and MTV 'Youth Icon' 2007 plans a lot of
on ground activities as well.
Over
the next three to four weeks, there will be extensive promos,
special programming and cross promotions on other MTV Network
channels - Nick and Vh1. Further, the four week voting campaign
will be extensively promoted on-air, online, on mobile and
on ground through Café Coffee Day outlets.
Says
MTV India GM and VP creative and content Ashish Patil, "MTV
has always led and reflected youth passions - be it through
its innovative programming, outrageous promotions and events
or fun consumer products. The Pepsi MTV 'Youth Icon' is one
property that recognizes what's hooking our youth's imagination
today. And after having spawned a dozen clones, its time to
rewrite the rules once again."
The
final nominations have been arrived at after a comprehensive
research conducted by MTV. The sample size includes youngsters
aged 15 to 24 across metros, says an official release.
MTV
India VP marketing Aditya Swamy commented, "The connection
between MTV and our viewers is constantly growing as we stay
plugged in to the choices of today's generation. Youth Icon
2007 is a reflection of that understanding." He further
added, "Pepsi with its youthful irreverence has a strong
connect with our audience. Our partnership is a demonstration
of the synergies both brands have in capturing the imagination
of the youth."
The
number of public votes acquired by each one of the five nominees
decides the final Pepsi and MTV 'Youth Icon' for each year.
The voting will conclude on 29 June and can be done online
by logging onto www.mtvindia.com. Viewers can also
SMS ICON to 6882 to vote for their choice or call 5056882
and say Youth Icon. One of the lucky voters, also stands a
chance to win a Ford Ikon.
The
associate sponsors for Pepsi and MTV Youth Icon 2007 include
Ford, Brylcreem, World Space, Intel and Mentos, with Headlines
Today as the television partner, RED FM 93.5 as the radio
partner and Café Coffee Day as the ground partner.
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