Music and Youth
MTV: Making the right moves
This year MTV had six big marketing campaigns woven around MTV Youth Icon, Lycra MTV Style Awards, MTV Roadies, MTV Music Summit for AIDS, MTV IMMIES and MTV’s second soap – Pyaar Vyaar And All That. “The marketing initiatives around MTV Roadies definitely qualify to be the biggest in not only scope and scale but also in what it ended up achieving,” says MTV Networks India vice president marketing and digital Vikram Raizada.
MTV Roadies was promoted in a manner that was comprehensively 360 degrees, uniquely MTV and definitely one-of-its-kind. From outdoors, to print to ground-buzz to cross-channel tie-ups to media partnerships to digital initiatives (mobile and online) and finally to direct marketing.
Here’s what was done in each of these spheres:
Outdoors – A thematic campaign for over a month across Delhi and Mumbai. Hoarding being a limited option in Delhi, we invested in scooter and bus backs in the capital
Print – Apart from usual campaign, MTV tied-up with Seventeen and JAM magazines for special features
Ground Buzz – Tieup with select petrol retail outlets to offer free petrol to select bike-owners on the day of the show launch on 19 October; Tie-up with Pizza Hut to introduce a special ‘Roadies Family Pizza.’ And finally, extensive promotion of the show at over 50 MTV hangouts.
Innovative media tie-ups – Tie-up with Sify Max to not only carry Roadies microsite but also get access to unseen clips on Roadies on its broadband; Cross promotion tie-up with Sony to feature Ranvijay in Kaisa Yeh Pyaar Hai on SET as well as feature Angad, the protagonist of KYPH on Roadies; Tie-up with Red FM for a 15 minutes capsule every Monday at 8 pm; Tie-up with CNBC-TV18 for a Roadies promotion on CNBC Auto show
Digital Initiatives – Mobile downloads from wallpapers to games; exclusive microsite on www.mtvindia.com which received over 800 pages of chat on Roadies.
Integration of Roadies with other MTV programs and properties – Roadies made an appearance at Lycra MTV Style Awards as well as MTV Music Summit for AIDS; Every Roadie that was voted out on Monday featured on MTV Select the same Tuesday, Roadies on MTV Stylecheck flaunting their unique rugged style
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.
