MTV: Making the right moves

This year MTV had six big marketing campaigns woven around MTV Youth Icon, Lycra MTV Style Awards, MTV Roadies, MTV Music Summit for AIDS, MTV IMMIES and MTV's second soap - Pyaar Vyaar And All That. "The marketing initiatives around MTV Roadies definitely qualify to be the biggest in not only scope and scale but also in what it ended up achieving," says MTV Networks India vice president marketing and digital Vikram Raizada.

MTV Roadies was promoted in a manner that was comprehensively 360 degrees, uniquely MTV and definitely one-of-its-kind. From outdoors, to print to ground-buzz to cross-channel tie-ups to media partnerships to digital initiatives (mobile and online) and finally to direct marketing.

Here's what was done in each of these spheres:

Outdoors - A thematic campaign for over a month across Delhi and Mumbai. Hoarding being a limited option in Delhi, we invested in scooter and bus backs in the capital

Print - Apart from usual campaign, MTV tied-up with Seventeen and JAM magazines for special features

Ground Buzz - Tieup with select petrol retail outlets to offer free petrol to select bike-owners on the day of the show launch on 19 October; Tie-up with Pizza Hut to introduce a special 'Roadies Family Pizza.' And finally, extensive promotion of the show at over 50 MTV hangouts.

Innovative media tie-ups - Tie-up with Sify Max to not only carry Roadies microsite but also get access to unseen clips on Roadies on its broadband; Cross promotion tie-up with Sony to feature Ranvijay in Kaisa Yeh Pyaar Hai on SET as well as feature Angad, the protagonist of KYPH on Roadies; Tie-up with Red FM for a 15 minutes capsule every Monday at 8 pm; Tie-up with CNBC-TV18 for a Roadies promotion on CNBC Auto show

Digital Initiatives - Mobile downloads from wallpapers to games; exclusive microsite on which received over 800 pages of chat on Roadies.

Integration of Roadies with other MTV programs and properties - Roadies made an appearance at Lycra MTV Style Awards as well as MTV Music Summit for AIDS; Every Roadie that was voted out on Monday featured on MTV Select the same Tuesday, Roadies on MTV Stylecheck flaunting their unique rugged style

Latest Reads
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People
Disney to buy 21st Century Fox assets for $52.4 billion

The Walt Disney Co has set up a $52.4 billion, all-stock deal to acquire 20th Century Fox and other entertainment and sports assets from Rupert Murdoch’s empire.

Television TV Channels Movie Channels
MOVIES NOW brings #StopDreamingAndStartWinning with 100 Mania Season 5 for its viewers

Movies Now, India’s english movie channel, rings in the festive season with its property ‘100 Mania’, beginning Friday, 15 December at 9pm. In its 5th season, the channel has curated a line-up of some of the biggest Hollywood blockbusters like Furious 7, Jurassic World, Disney’s The Jungle Book,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories