Music and Youth
MTV: Making the right moves
This year MTV had six big marketing campaigns woven around MTV Youth Icon, Lycra MTV Style Awards, MTV Roadies, MTV Music Summit for AIDS, MTV IMMIES and MTV’s second soap – Pyaar Vyaar And All That. “The marketing initiatives around MTV Roadies definitely qualify to be the biggest in not only scope and scale but also in what it ended up achieving,” says MTV Networks India vice president marketing and digital Vikram Raizada.
MTV Roadies was promoted in a manner that was comprehensively 360 degrees, uniquely MTV and definitely one-of-its-kind. From outdoors, to print to ground-buzz to cross-channel tie-ups to media partnerships to digital initiatives (mobile and online) and finally to direct marketing.
Here’s what was done in each of these spheres:
Outdoors – A thematic campaign for over a month across Delhi and Mumbai. Hoarding being a limited option in Delhi, we invested in scooter and bus backs in the capital
Print – Apart from usual campaign, MTV tied-up with Seventeen and JAM magazines for special features
Ground Buzz – Tieup with select petrol retail outlets to offer free petrol to select bike-owners on the day of the show launch on 19 October; Tie-up with Pizza Hut to introduce a special ‘Roadies Family Pizza.’ And finally, extensive promotion of the show at over 50 MTV hangouts.
Innovative media tie-ups – Tie-up with Sify Max to not only carry Roadies microsite but also get access to unseen clips on Roadies on its broadband; Cross promotion tie-up with Sony to feature Ranvijay in Kaisa Yeh Pyaar Hai on SET as well as feature Angad, the protagonist of KYPH on Roadies; Tie-up with Red FM for a 15 minutes capsule every Monday at 8 pm; Tie-up with CNBC-TV18 for a Roadies promotion on CNBC Auto show
Digital Initiatives – Mobile downloads from wallpapers to games; exclusive microsite on www.mtvindia.com which received over 800 pages of chat on Roadies.
Integration of Roadies with other MTV programs and properties – Roadies made an appearance at Lycra MTV Style Awards as well as MTV Music Summit for AIDS; Every Roadie that was voted out on Monday featured on MTV Select the same Tuesday, Roadies on MTV Stylecheck flaunting their unique rugged style
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.
