Music and Youth
MTV Brand Studio to create music festival for Amazon India
MUMBAI: Amazon.in in association with MTV is all set to welcome the festive season with an exciting content marketing initiative.To break the clutter around the festival season, Amazon has upped the ante where customer engagement is concerned by creating a one-of-its kind musical experience in association with MTV’s creative services offering for brands – MTV Brand Studio.
MTV Brand Studio was set up with the aim to provide brands with creative branded content and content marketing solutions to engage with their audience. With this tie up, the idea is to tap into the gaiety of the festive season by getting renowned musicians to kick it off with a music festival leading up to the launch of Amazon.in’s big-hearted sale, the Amazon Great Indian Festival – Tyohaar Bade Dilwala.
A first of its kind, the music festival which has been conceptualized and created by the MTV Brand Studio for Amazon India, is being hailed as the biggest content marketing initiatives undertaken by a brand in India this year. For the music festival, MTV has roped in some of the biggest and the most talented musicians to create a music festival which encapsulates the excitement of the festive season and gets the customers into festive mode. The music festival stage will host the likes of Badshah, Vishal and Shekhar, Sunidhi Chauhan, Papon and Shaan will be aired across MTV, MTV Beats, Colors, Rishtey, Colors Marathi and Colors Gujarati in both SD and HD on 30 September 2016 at 11 pm thus ensuring maximum reach across age groups through the combined reach of the mass, youth and regional brands of Viacom18.
“This year we recognize and celebrate the big heartedness that underlies festivities and have themed the Great Indian Festival as Tyohaar Bade Dilwala. We are delighted to celebrate this with our customers as much as with the entire ecosystem of our sellers, vendors and partners to bring festive cheer all over the country. We are delighted to partner with MTV Brand Studio who have conceptualized and created a beautiful musical experience for our customer. These marathon 120 hours of the event mark our continuing commitment to work closely with our partners and together bring the biggest sale yet for our customers, with the best ever shopping experience powered by Prime,” said Amazon India VP category management Manish Tiwary.
Speaking about the content marketing initiative, Viacom18 youth and English entertainment head Ferzad Palia added, “We at MTV have always prided ourselves on being catalysts of change for our partners. And with this thought in mind, we have launched a unique offering titled MTV Brand Studio to help address branded content and content marketing needs of our clients. With this exciting new initiative with Amazon, we are delighted that a mega e-commerce giant recognizes MTV’s creative strength and Viacom18’s reach and the value it can generate for them. As a part of this association, MTV Brand Studio has not only conceptualized and created an entire music festival for Amazon but we are also going to be simulcasting the show across our biggest channels reaching out to mass, youth and regional audiences.”
This year, Amazon India has reinvented itself in a truly disruptive manner. During this month of multiple festivals such as Navratra, Dussehra and Diwali there is a certain magic in the air that makes us feel a little more magnanimous than usual and encourages us to do things that otherwise we might not. This magnanimity manifests into small acts of benevolence not just towards immediate family members but is also towards friends and the society in general. These actions, small and big are a reflection of the Bade Dilwala (Big-Hearted) season in a way. Thus, MTV Brand Studio has helped fashion Amazon India’s campaign idea to build and celebrate this spirit of big heartedness during this festive season with the creation of a one – of – its kind music festival which leads up to the biggest sale of the season.
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.
