Music and Youth
Sunsilk to ‘rock with angels’ on MTV
MUMBAI: Vroom vroom! Travelers and wanderlusts, rev-up for MTV’s Angels Of Rock (AOR), starting from 31 July, where four girls — Shalmali Kholgade, Anusha Mani, Jasmine Sandlas and Akasa Singh — will ride across the country on bikes through nine touch points, gathering inspiring stories on their way from Mumbai to the Wagah border.
With Sunsilk as title sponsor, the show will air every Sunday at 8 pm. Produced by FremantleMedia, the show boasts of a crew of 65 from female cast to female crew, and promises to represent a beautiful concoction of music, adventure and woman empowerment through the riding expedition.
“Angels of Rock is a show that has been conceptualized by us and has been co-created with Sunsilk with a lot of love and passion. What the viewers will get to see in this show is a seamless amalgamation of music, sisterhood, a road trip across incredible India and inspiring stories of some absolutely incredible women. It’s got every element that would appeal to today’s young people from music to the open roads to stories that inspire them. I am sure our young viewers will also find it inspiring as the stories unfold on screen,” asserts Viacom18 youth and English entertainment head Ferzad Palia.
From the female fire-fighters of Jaipur, the women running an all-woman radio station in a village in Gujarat, the female rickshaw drivers of Haryana in their famed Gulabi Autos, an inspiring young lady sarpanch — each episode will capture the spirit of their extraordinary stories with delightful original songs. Naturally the show warrants an eye for detail when it comes to the production. Industry sources are of the opinion that the per episode production cost will be grossly between Rs 23 – 25 lakhs.
The four have a common connect – they’re all extremely talented young women and they have created music that resonates with the youth, they’re fresh and they appeal to today’s generation. Be it a sweeping love ballad like Pareshaan for which Shalmali has won many awards or a party song like Gulabo,which put Anusha Mani, they know how to reach out to the youth with their voice.
“Music is a great way to connect with youth. Viewers can relate to these four girls which everyone can relate to irrespective of the geography. The leads will be seen without makeup in their natural avatar. They are real youth icons which everyone will look up to. While they have that pixie magic dust element, at the same time have the quality of great authenticity,” voices Sunsilk senior global brand manager Priyanka Singh.
Singh also shares that the brand integration will be seamless and natural.
“This association will spark off conversations between young Indian women and their stories of self-belief. We will celebrate them in the Sunsilk way that is full of joy, colour and music,” she further adds.
An immersive 360 degree marketing plan has been framed focusing on driving conversations and engagements besides covering various touch points, while keeping the TG in mind. The show will be promoted on all mediums from print, TV, digital, traditional out of home advertising, etc. It will also leverage the digital space through interesting campaigns to keep the viewers aware of the latest happenings in the course for the journey and to allow them to be a part of the journey in interesting ways.
The channel has also mapped a robust digital plan that profiles real life angels and focuses on garnering participation from the audiences.
When it comes to experiential marketing, colleges are a huge touch point for the channel encouraging a host of engagements and activation. Youth touch points like multiplexes, cinemas and coffee shops will also be targeted. Mobile, radio and DTH are other avenues the channel aims to push their communication through.
“Over the last several months, our young viewers have appreciated the way MTV has taken the lead on creating content that showcases women in strong roles – be it through MTV Girls On Top or India’s Next Top Model. And now, we’re going a step ahead and celebrating womanhood in all its glory by bringing our viewers a unique proposition in the form of Sunsilk and MTV present Angels of Rock – a show that’s by the women, of the women but for everyone,” Palia adds in parting.
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.
