MAM
MTV tries innovative cross-promotional marketing initiatives
MUMBAI: One of the best ways for a brand to imprint itself in the mind of its customer is to get involved in a big way with their daily lives. Keeping this in mind, MTV India continues cementing its bond with the youth through the mobile phone.
In 2001, it kicked off a one of a kind multimedia alliance with BPL Mobile. Now the broadcaster and AirTel, which claims to be India’s leading cellular service, have launched the AirTel-MTV mobile card.
The alliance should strengthen the aim of both parties, which is to understand and reflect the ideas, lifestyles and values of young people. The BPL initiative had the dual goal of giving a person a chance at getting a date with a VJ as well as promoting its show MTV Loveline. The latest Airtel tieup looks to go further by creating an exclusive community of AirTel pre-paid customers. It will offer them custom made products, value added services, benefits and privileges.
An official release informs that these have been designed on the basis of customer feedback and extensive market research. MTV’s role in the venture involves bringing exclusive content. This includes special ring-tones, unique provision for setting up rescue rings, and even wake up calls.
Research conducted shows that youth get a part of their indentity through the usage of mobile phones. In addition, it also provides them with a strong outlet for self expression. The same logic applies to the credit card which is why last year MTV Asia tied up with Citibank. This was a part of its 360 degree brand initiative. MTV uses its events to promote the card and also creates creative promos for the same. Its efforts did not go unnoticed. Last year it got the Gold award for best Youth Programme at the Mastercard Asia/Pacific annual meeting
In addition, MTV Asia has also announced a three-year marketing collaboration with electronic goods manufacturer Phillips targeting youth. The tie-up is for an interactive programme MTV Whatever Things. An on-air programme will air across Asia. There will also be a dedicated microsite, as well as on-the-ground events in seven Asian markets including India.
The campaign kicks off with a launch event in Singapore on 29 and 30 August at The Heeren Shops. MTV Whatever Things will celebrate the individualism and free-spiritedness of youth who seek to do things in their own unique way.
The television programme aims at bringing humour and reality programming to a new level in Asia. The programme will encourage viewers’ participation through a 10-minute on-air segment commencing on 30 August 2003 on MTV India, MTV SEA MTV Philippines, MTV Indonesia, MTV Mandarin, MTV Korea, MTV China. Running till February 2004, viewers can send their playlist of music videos to complement crazy home videos and goofball stunts shot by the MTV Asia’s production team. The graffiti-like vignette will feature candid stunts and music that will appeal to the youth who crave for content with a stylistic edge.
The dedicated microsite (accessible from www.mtvasia.com, www.mtv.co.kr, www.mtvchinese.com, www.mtvindia.com and www.mtv-china.com) will allow fans to preview the weekly stunts, submit their playlist of three music videos they feel are suitable for the stunts, and creatively express themselves through composing captions for the music videos and stunts. Upon reviewing the submissions, the best composition gets airing space on the show across MTV channels in the region.
The on ground activities will feature the channels VJs, experiential product displays and giveaways by Philips as they launch their new range of consumer products in the different markets.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
