Music and Youth
MTV breaks notions with concept-based marketing, redefines content marketing
Mumbai: Adhering to its promise of being India’s No. 1 youth entertainment brand, MTV brings to its audience some clutter breaking concept based campaigns for its recently launched shows – JBL presents MTV Hustle powered by Breezer Vivid live life in color and styling partner Philips one blade, MTV Ace of Space and MTV Splitsvilla 12 Co-powered by Alo Frut Juice, Manforce, Denver Deodrants and Vega Hair Styling appliances. Riding on quirk, wit and innovation that embodies the brand’s DNA, MTV has activated a 360-degree marketing campaign celebrating the unique properties. In addition to the cross promotional activities across network channels, these initiatives are targeted to stir word of mouth for the new shows.
Speaking about the innovative marketing campaigns, Navin Shenoy, Head Marketing – Youth, Music and English Entertainment, Viacom18, said: “MTV has been the voice of the Indian youth over the years by offering shows which provide a creative platform to our viewers to showcase their talent. We are not only raising the bar on innovation and entertainment with both our shows but also in ways we uniquely market them. While MTV Hustle is a new concept, MTV Ace of Space and MTV Splitsvilla are marquee shows, loved by audiences in their past seasons and hence, our strategy to market them is quirky and engaging.”
Starting with MTV Hustle, the channel gave India a new anthem this Independence Day – #SWAGtantra! Echoing the voice of young India, MTV launched India’s first crowdsourced rap- for the people, of the people and by the people. Composed by the top 15 contestants of the show, the Swagtantra rap was an ode to and a triumph of India’s legacy, will, army and its people. MTV has also launched 2 humorous ad films themed “Sab ko laga hai rap ka chaska” showcasing how rap courses through the veins of the Indian youth. On-ground, a multi-city Hustle Cypher is up and running wherein the hip hop stalwarts hunt for the best talent in a-12 hour long on-ground plus digital contest across 5 colleges culminating into a rap battle. Using insights into the consumption patterns of our audience, exclusive mid-night social media contests are being run on MTV India handles for Hustle.
Swagtantra Anthem: https://m.facebook.com/story.php?story_fbid=10157243081635102&id=89743390101
For the second season of their popular show, MTV Ace of Space, MTV designed an interesting on-ground live activity in Lucknow carried out by show host-Vikas Gupta. In a small house with 2 rooms, ex house mates-Pratik Sehjpal, Meisha Iyer, Faizy Boo and Chetna Pande were put inside. Weaving in the show concept, the idea was to test the tenacity of the contestants while playing mind games with them. However, the twist was that here viewers got to decide the destiny of the contestants by interacting live via Facebook and Instagram. Vikas also went to city colleges along with ex contestants, made them do tasks and shortlist people. Out of the chosen ones, Mastermind will pick one who will get a chance to participate in the show.
Moving onto India’s longest-running 'search for love' reality show– MTV Splitsvilla X2, MTV launched a series of infomercials that spoof teleshopping advertisements offering magical cures. 'Splitsvilla Shoppe Network’ is a one stop solution for various love problems that help you take 'Your best shot at love!' On offer are products like Lala Chashma which helps you gauge the relationship status of people and your compatibility with them, Ex-Repellent Spray that protects your relationship by keeping away unwanted ex’s and Majnu Ke Aasu, the perfect solution for a sensitive girlfriend who feels he isn’t ‘emotional enough’. In order to engage with the viewers, the hosts entice the audience to register their interest for their favorite product by giving a missed call before stocks run out. To know what happens next, you may want to give a missed call now!
Majnu Ke Aasu
https://www.facebook.com/mtvindia/videos/2224428977868241?s=1011635300&v=e&sfns=mo
Ex Repellent spray
https://www.facebook.com/mtvindia/videos/599518787243751?s=1011635300&v=e&sfns=mo
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
