Music and Youth
MTV ka #TVKahaanGaya campaign puts spotlight on platform agnostic youth content
MUMBAI: MTV, India’s no. 1 youth brand, today revealed its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform VOOT. With an aim to entertain, lead, break stereotypes and collaborate with young people through its evocative communication, MTV has always stood out of the crowd with youth relevant shows. Proving once again that good content is platform agnostic, the MTV ka #TVKahaanGaya campaign is a pragmatic showcase of how the youth is attracted to consuming relevant content at their own pace and time. MTV’s leading shows such as Roadies, Splitsvilla, Love School, MTV Unplugged and The Anti-Social Network are being watched for 2.5 Billion2 minutes on VOOT.
Commenting on the campaign, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18 said, ““The perception today is that the Indian youth spends lesser time-consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content AND online video has gone up amongst youth. As the country’s leading youth brand, we understand that to keep our audience engaged, content that is platform agnostic, speaks their language and is available to them any time is what will win their heart. The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands this creative rendition in the quirky MTV style. Over the last year, our TV ratings have doubled and consumption on VOOT has grown 3-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42% viewership3 growth on VOOT and MTV Unplugged has seen an increase of 52%, respectively.”
The ‘MTV Ka #TVKahaanGaya’ campaign exhibits an equilibrium between the linear television and its digital platform, VOOT. With a mix of content available on the channel, the monthly watch time for MTV shows on VOOT has been consistently growing. With youth driven shows being aired on VOOT, Splitsvilla S11 has seen a growth of 77% in its hours of content as compared to the previous season. With major share of consumption happening in the non-metro cities, the digital platform, VOOT is in sync with linear television.
Speaking about youth content on VOOT, Akash Banerji, Head- Advertising Video On Demand Business, Viacom18 Digital Ventures said, “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on VOOT and has engaged 30% of VOOT Viewers4 till date. As a network we have successfully explored content synergy between MTV and VOOT with popular MTV series – Kaisi Yeh Yaariyan season 3 being launched as a VOOT original garnering 32 mn views5.
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.
