Ad Campaigns
MTV shows you it’s bigger than you think
MUMBAI: It isn’t India’s number one youth brand for nothing. One look at MTV’s latest trade campaign and you know why it leads the brat pack in both marketing and programming.
One message reads: “Cooking three billion Maggi packets and watching MTV takes the same time”. A video film goes on to explain how you can feed the whole of Pakistan plus Bangladesh by cooking for 1 billion minutes, but MTV is way bigger because it was consumed online for 6 billion minutes last year, which is also the time it takes to cook three billion packets of Maggi.
Another one states: “Fuel prices have grown but not as fast as MTV’s viewership”. Even here, MTV has trumped the ever-growing fuel prices by actually doubling its viewership over the past one year.
The third message goes: “The football World Cup was big – almost as big as the Roadies”. The film conveys how MTV Roadies was watched by 133 million Indians as compared to the 2018 Football World Cup which was viewed only by 111 million Indians.
A fourth one says: “MTV’s footprint is bigger than the population of the USA”. The video drives home the point that USA stands for everything big, including its population of 330 million, outdone only by MTV whose footprint is over 454 million.
All the messages have one goal – to make you believe that “It’s way bigger than you imagined.”
Having kicked-off on 12 November, the ad campaign, ran for three straight weeks across multiple trade agencies in Mumbai, Delhi and Bangalore. It involved the use of high-impact inventory such as cafeteria facade, LED wall branding, LED screens, lift branding, DIGIPODS and tent cards on every desk.
Held at the Group M Cafeteria in Mumbai and Delhi on 29 November and 30 November respectively, the campaign saw engagement through games, using a life-size JENGA and JALEBI that lasted for about an hour and a half.
Not only media buying agencies across India but also work spaces of major spend brands such asBMW, Ford, GSK, Google and Pepsi got a taste of MTV’s bigness.
While rival channels in the youth genre have struggled to keep the youngsters hooked, this dynamic channel from the Viacom18 stable has found the secret sauce. The fact that season after season of its top shows like Roadies and Splitsvilla keep returning goes on to show the channel’s proved it knows how to take the pulse of the youth.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
