'MTV Hustle 2.0' launches 'BotHard' in partnership with DDB Mudra Group

'MTV Hustle 2.0' launches 'BotHard' in partnership with DDB Mudra Group

The partnership combines artificial intelligence with the rhyming sensibilities of hip-hop music.


Mumbai: MTV India has joined hands with the country’s foremost creative powerhouse, DDB Mudra Group, to launch 'BotHard'—an AI-powered rapper and a state-of-the-art creative bot.

The partnership combines artificial intelligence with the rhyming sensibilities of hip-hop music. The revolutionary campaign offers a unique tech innovation and consumer engagement experience for fans of the genre and India’s first-ever hip-hop reality show.

Conceptualised by DDB Mudra Group for the iconic MTV show, BotHard breaks new ground across music, entertainment, and technology.

The name ‘BotHard' stems from the colloquially used Indian phrase "Bohot Hard," which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community.



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The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled—with skill, practice, and finer nuances of musicality, technique, and performance.

The stage of Realme MTV Hustle 2.0, co-powered by Wild Stone's new classic range and produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere.

Speaking on the initiative, Viacom 18 head of youth, music, and English entertainment cluster Anshul Ailawadi said, "MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our gen-z and millennial fans."

Viacom18 marketing head for youth, music, and English entertainment Utsav Chaudhuri, said, "At MTV, we focus on strategic and innovative experiences across multiple youth touch-points. We are at the cusp of exciting possibilities with AI to drive narratives, recall value, and immersive consumer engagement. With the confluence of avant-garde technology and a multi-platform approach, we developed ‘BotHard’, a first-of-its-kind AI-powered rapper, to further put the spotlight on real, unmatched talent curated by Realme MTV Hustle 2.0."

Speaking from the creative perspective, DDB Mudra Group chief creative officer Rahul Mathew said, "While this idea is built on cutting-edge technology, the most exciting part for us was how true it had to stay to hip-hop culture for it to be accepted by the audience. It lives at the right intersection of culture, creativity, and technology."

The AI-powered rapper challenged some of the biggest names in the industry, across the globe. The bot also made an appearance on the show, battling the talent on Realme MTV Hustle 2.0. BotHard has piqued the curiosity of fans and audiences alike, who can challenge the bot to bust a rhyme (pun intended) on any word!