Music and Youth
BPL Mobile, MTV India forge Relationship
The battle to gain control over the cellular service market is getting hot. To face competition from MTNL’s Dolphin and Hutchison Max, BPL Mobile has entered into a strategic alliance with MTV India, This fits like a glove as both companies try to understand and reflect the ideas, lifestyles and values of youngsters.
MTV is trying to popularise BPL Mobile’s new service miDate. In MTV Loveline a contest is being run. During the course of the show the VJ Cyrus asks an unusual question and the person who gives the most innovative answer will get a date with a VJ.
MTV VJs will also be promoting the relationship on the ground. Details for this will be finalised soon. The cellular company plans to launch lots of new products and customer services in the near future. It recently launched miDate for its subscribers in Mumbai.
MiDate is based on the SMS platform which according to Vikram Raizada, director, marketing, MTV India, is the hot new language among the youth. According to him the aim of forming this kind of partnership with BPL Mobile is to connect with the youth. The youth of today are wired and hanging out is very important for them. Besides this they constantly want to keep in touch with each other. In the “tuning into the Indian youth part 3” survey which was conducted recently, small and latest mobile phones ranked high on the must have list.
BPL Mobile has also tied up with Midday Multimedia Ltd to offer real time news content – miNews – to BPL’s cellular service subscribers. A print campaign has also been launched.
Currently, Grey Worldwide and McCann Erickson handle their advertising. It is nor yet clear which ad agency will be finalised after merger.
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.
