Music and Youth
Vh1: Hip Hop Hustle
MTV Networks’ Vh1 started beaming into Indian homes in 2005. The network undertook umpteen number of activities to create a buzz in order to familiarise the audience. One that stands out was Vh1 Hip Hop Hustle. 2005’s smash hit hip hop bands – Flipsyde – was brought down to Delhi and Mumbai.
The Vh1 Hip Hop Hustle was promoted in an integrated and comprehensive manner – whereby besides outdoor and print campaigns; ground activation was also undertaken. Twenty high-footfall and youth-centric locations in Delhi and Mumbai were selcted where hip-hop dancers shook their booty. The channel also had posters; flyers were distributed across the country in Nokia Outlets, Coffee Day Xpress’ and Planet Ms.
In addition to this, Vh1 also undertook two weeks of teaser nights at Enigma in Mumbai and Elevate in Delhi with two international DJs.
“Vh1 Hip Hop Hustle was clearly the biggest activity because of two reasons – the response generated by the campaign across Delhi and Mumbai… leading to sold-out performances and the second being the kind of resources (manpower, money and time) deployed by us behind this initiative,” said Vh1 general manager Keertan Adyanthaya.
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.
