Music and Youth
MTV launches 3 new digital branded content properties
MUMBAI: Continuing its winning streak after launching yet another successful season of Nano Drive with MTV and clocking in over 11 million visits on its website, iconic youth brand, MTV, is all set to wow its online audiences further with three exciting new shows on the web. Starting with a return of the extremely popular show CEAT MTV Chase The Monsoon which gets into gear from August 6th 2014, the brand is adding two new shows to its ever increasing kitty of web only content – Philips MTV Bachelor Pad and MTV The look. All these shows, along with being showcased on MTV’s website www.mtv.in.com will also be promoted extensively through dedicated Facebook fan pages and MTV’s vast social media presence with a reach of over 27 million.
MTV has always been ahead of the curve when it comes to web content as it has been creating successful digital branded content for the last four years. MTV long ago understood that as content becomes more and more platform agnostic, advertising on secondary platforms is becoming a little redundant. People don’t want to sit through an ad before the video begins, especially if they’re are on a laptop/tab or mobile phone. But the evolution of video consumption has also lead to a lot happening in the video advertising space. And MTV is clearly leading the digital branded content surge in India with a host of innovative shows targeting different segments of audiences.
Announcing the launch, Eklavya Bhattacharya, Head of Digital, MTV India said, “Digital branded content is something we started nearly 4 years back and now we are working with a lot of brands and partners. We are really excited about the launch of 3 such properties and each is a unique format. We have always focused on offering a mix of good programming content to our digital viewers and this time it’s no different. MTV The Look can broadly be called a style show for hair care, CEAT MTV Chase the Monsoon is pretty much the future of reality shows and with Philips MTV Bachelor Pad, we are experimenting with fiction on the web.”
MTV is all set to race after the monsoon again with the second edition of MTV CEAT Chase the Monsoon about to take off. The show is about an ultimate test for 4 teams of 8 Riders, who will be riding through some of the harshest conditions through the most challenging roads. This year’s journey takes the riders from the driest place of the country, Kutch to the wettest place in the country- Cheerapunji. With a central involvement of social media and skills and determination pushed to the absolute limit, MTV CEAT Chase the Monsoon is sure to keep fans exhilarated!
MTV has got men all figured out in a fun, fiction show about five goofy roommates battling the basics through Philips MTV Bachelor Pad. The series made up of 16 webisodes takes views on a journey through the lives of five youngsters living in a cool bachelor pad in Mumbai. The show focuses on how they live their lives and the issues with the city. With the promise of appealing to millions of youth making a living in the metros, this show is one to look forward for!
And for the audience who have always been ahead of the style curve, Philips MTV The Look is a property that keeps their hair woes at bay with no effort at all. MTV is making bad hair days an urban legend. Exclusively for the ladies, MTV The Look, in association with Philips, will have short webisodes centered on women’s hairstyles and help them get the perfect hair-do. The show will be especially the one to look out for the millions of fashion savvy MTV fans.
With the latest arsenal of digital content, MTV is all set to keep the monsoon blues at bay and bring limitless hours of exhilaration, entertainment and glam to all their fans across genres and demographics!
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
