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Music
channel MTV has announced that cult brands will take pride
of place at the "5th MTV & Brand Equity Youth Marketing
Forum".
The
event, slated for 8 May at the Taj President in south Mumbai,
is a joint venture between the channel and Brand Equity, an
advertising and marketing offering from the Times of India
group.
The
event aims at educating marketers as to how they can best
connect with youth, an official release says. Speakers will
dwell on how and why certain brands, be they films or automobiles,
became cults by going beyond merely being a product or service.
Baz
Luhrmann, the wizard behind Oscar winner Moulin Rouge,
will talk on "Movies as Cults". Lee Lynch, V-P Carmichael
Lynch, talks about "The Harley Davidson Story".
Chief
Strategic Officer DDB Needham Worldwide James Best will talk
on the Volkswagen Beetle. The forum will also feature Michael
Wood, V-P Teenage Research Unlimited, presenting American
research concerning teenagers and cult brands.
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