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.
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.
