MAM
MTV launches a new interactive concept in the US
NEW YORK: The next paradigm shift in instantaneously gauging the popularity of music videos on music TV channels through mobile interactivity is here! Snap polls on the mobile phones will determine which videos will be aired on music channels.
MTV and Virgin Mobile USA have announced the launch of *MTV ( read as “Star-MTV”), a new wireless brand from MTV available to customers in the US.
MTV will premiere a programme called Video Clash – a new interactive series that pits one video of a popular artiste against another. Viewers vote for the videos they wish to see through *MTV by using their mobile phones. The results of the vote are displayed in real-time and the video is aired on the channel within a specified time. Fans of the two “warring video artistes” can send personal messages which will be screened on air while the video is being played.
MTV also provides Virgin Mobile users with mobile “sneak peek” updates on their favorite programmes and MTV.com games, breaking stories from MTV News, video voting, audio postcards from music and TV celebrities to send to friends, Wake-Up Calls, Rescue Rings and more.
Indian telcos and music channels can note this development, and try it here.
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
