MAM
Report on Shemaroo

MTV shows you it’s bigger than you think

Its latest campaign leverages stats to work in its favor.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/12/18/mtv.jpg?itok=Qe1pTVCB

MUMBAI: It isn’t India’s number one youth brand for nothing. One look at MTV’s latest trade campaign and you know why it leads the brat pack in both marketing and programming.

One message reads: “Cooking three billion Maggi packets and watching MTV takes the same time”. A video film goes on to explain how you can feed the whole of Pakistan plus Bangladesh by cooking for 1 billion minutes, but MTV is way bigger because it was consumed online for 6 billion minutes last year, which is also the time it takes to cook three billion packets of Maggi.

Another one states: “Fuel prices have grown but not as fast as MTV’s viewership”. Even here, MTV has trumped the ever-growing fuel prices by actually doubling its viewership over the past one year.

The third message goes: “The football World Cup was big - almost as big as the Roadies”. The film conveys how MTV Roadies was watched by 133 million Indians as compared to the 2018 Football World Cup which was viewed only by 111 million Indians.

A fourth one says: “MTV’s footprint is bigger than the population of the USA”. The video drives home the point that USA stands for everything big, including its population of 330 million, outdone only by MTV whose footprint is over 454 million.

All the messages have one goal – to make you believe that “It’s way bigger than you imagined.”

Having kicked-off on 12 November, the ad campaign, ran for three straight weeks across multiple trade agencies in Mumbai, Delhi and Bangalore. It involved the use of high-impact inventory such as cafeteria facade, LED wall branding, LED screens, lift branding, DIGIPODS and tent cards on every desk.

Held at the Group M Cafeteria in Mumbai and Delhi on 29 November and 30 November respectively, the campaign saw engagement through games, using a life-size JENGA and JALEBI that lasted for about an hour and a half. 

Not only media buying agencies across India but also work spaces of major spend brands such asBMW, Ford, GSK, Google and Pepsi got a taste of MTV’s bigness.

While rival channels in the youth genre have struggled to keep the youngsters hooked, this dynamic channel from the Viacom18 stable has found the secret sauce. The fact that season after season of its top shows like Roadies and Splitsvilla keep returning goes on to show the channel’s proved it knows how to take the pulse of the youth.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/meesho.jpg?itok=6oKaxZXR
Meesho calls on women entrepreneurs to take the social commerce dip

Social commerce platform Meesho has launched a new TVC to create awareness about the wide range of products available on the platform for micro-entrepreneurs to choose from, share with their customers and make earnings towards their small-scale businesses.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/wm.jpg?itok=Cih5QsLo
Global washing machine market to exceed $32,000 million by 2026

With the outbreak of Covid2019 and people becoming more hygiene conscious, the global washing machine market is forecast to grow at a rate of over seven per cent during 2021-2026, revealed a report by global management consulting firm TechSci Research.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/tata.jpg?itok=u9UVwTjd
What Tata Sky's ‘Khidki’ is all about

Despite the emergence of varied new-age devices to consume content, Indian viewers are still connected to television sets. Drawing upon this fact, leading DTH player Tata Sky has unveiled a new campaign that shows different shades of consumers’ emotions if the screens were looking at them.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/amit.jpg?itok=I8noh5aM
Taking the IPL Cricket Live sponsorship was great: Byjus’ Atit Mehta

The Indian Premier League (IPL) provides a fabulous bang for the buck. Many a marketer has testified to its effectiveness over the years and more so recently with the explosion in interest in the tournament.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/01/dabur.jpg?itok=7BQ5qoG4
Havas Creative bags creative mandate for Dabur Vedic Suraksha Tea

NEW DELHI: Dabur Vedic Suraksha Tea has awarded its creative communication mandate to Havas Creative. As part of the mandate, Havas will be handling the creative duties for Dabur Vedic Suraksha Tea and all its extensions. The business will be managed out of the agency's Delhi office.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/01/gk.jpg?itok=uLLQrMZz
Goodknight Fabric Roll-On readies kids for outdoor playtime

NEW DELHI: As restrictions ease and children begin venturing outdoors again, Goodknight has launched a new digital film for its Fabric Roll-On, a personal mosquito repellent that is made with natural ingredients. The video highlights how along with precautions of post-Covid world, children need...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/01/3.jpg?itok=WOKbFu-P
Pulse leverages World Compliment Day to praise brands on social media The campaign has been conceptualized by FoxyMoron

Mumbai, 1st March 2021: On World Compliment Day, FoxyMoron (part of the Zoo Media network) partners with Pass Pass Pulse to compliment brands who are leveraging social media to engage with consumers in the most appealing manner. Through a series of smartly curated messages, the confectionery brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/01/2.jpg?itok=92rtHRw4
No more waiting: McDonald’s makes birthdays special for leaplings

Every year, we eagerly look forward to our birthdays. But ever wondered about leaplings – people who were born on 29 February, a date that comes only once in four years? What an unusual day to be born on, right? To make this year special for leaplings, McDonald’s is curating an exclusive menu which...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/01/surf.jpg?itok=oaUFdLun
Surf Excel on celebrating a socially distant Holi

With Holi right around the corner, Surf Excel, the daag acche hain-brand, has released a special campaign for the festival of colours. The film looks to address the emotional need of connecting with loved ones with a heart-warming story featuring a young child wanting to play Holi with an elderly...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required