Music and Youth
MTV partners with Brave Combat Federation as exclusive broadcaster for India
MUMBAI: Brave Combat Federation, the largest mixed martial arts (MMA) promotion in Bahrain, forges a strong partnership with MTV in a bid to develop the sport in India and make it a household name. The alliance comes close on the heels of Brave’s India foray with the much talked about fight night ‘Brave 20’ slated on 22nd December, 2018 in Hyderabad. To cement the partnership among fans, advertisers and the media & entertainment ecosystem, Brave will henceforth be addressed as MTV Brave 20 in India.
The robust deal entails 24 hours of Brave Indian and International’s content play out. MTV will have access to Brave’s archive of fight nights, public weigh-ins and ancillary footage right from Brave 1- 19. The exclusive partnership covers content from Brave 21, 22, 23 and MTV Brave 20.
Elaborating on the collaboration, Ferzad Palia, Head – Youth, Music & English entertainment at Viacom18 said, “MTV has been at the core of content that is ‘Unscripted’ and ‘Disruptive’ and our partnership with Brave Combat Federation for Brave 20, takes this proposition to the next level. Given the gamut of young population in India, there is a huge potential for MMA to secure a captive audience here and inspire them for International sporting events. This is their first inroad to India and together we intend to tap into the extensive fan base this sport already enjoys in the country. He further added, “we are positive, MTV Brave will serve as our stepping stone to put India on the global map for mixed martial arts and develop a new league of talented individuals to take the legacy of Indian combat sports forward.”
Creating a holistic reach for the property across the youth-targeted portfolio of Viacom18, the promotional spots for MTV Brave will run on- MTV, MTV Beats, VH1, Comedy Central and Colors Infinity. MTV Brave will also be promoted and telecasted on digital platforms including Jio TV and VOOT. MTV will further promote the content across their social media platforms widening its reach to 70 million followers.
Talking about the partnership, Akbar Rasheed, promoter MTV Brave and partner, Mercury Sports Entertainment LLP stated, “The association with MTV is a landmark one for Brave in India. We will be able to build the property much better and make it a household name. MTV is India’s most trusted youth brand and MMA is followed by youngsters. It is a seamless brand fitment. When we set out to scout for our broadcast partners, we were very clear about not tampering with the ethos of Brave which is nurturing and developing talent hence we wanted partners who would be equally committed. With MTV, I feel we are in safe hands and this should culminate into a long-term relationship”.
MTV Brave 20 aims to reach MTV’s vast audience base as MTV currently has 300 million viewers and VOOT’s 45 million monthly active users, totaling 6 billion watch minutes. This is the biggest ever reach for combat sports.
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.
