Malvika Mahal, New Delhi
MTV Beats is the newly launched 24X7 Hindi music channel, from the stable of Viacom18. The channel aims to carve a niche in the Indian Bollywood music space. The Outdoor initiatives leading the same are bringing alive the baby through various avatars, delivering the message that this new baby's town is all things Bollywood right from the cot-age.
The core objective with which MTV Beats wants to associate itself with the young viewers of India and be seen as an able partner providing them the best in Hindi music. To further popularise the product offering to the Indian masses, the channel has announced the launch of its inaugural brand campaign. Conceptualised and executed by Bright Outdoor Media, the campaign highlights the unique bond that audiences share with music. That is the core objective with which MTV Beats wants to associate itself with the young viewers of India and be seen as an able partner providing them the best in Hindi music.
The brand has teamed up with Bright Outdoor, Mumbai, to execute the campaign in various cities, including three metros, Delhi, Mumbai and Bangalore. The brand has used a mix of large format billboards, gantries, utilities, bus-shelters and bus panels in Mumbai, Lucknow and Bangalore . In Delhi the campaign has as well been featured in DMRC stations and a few bus shelters. The rationale behind doing so is to attract the youth who are the primary followers of the programme and the core TG of MTV.
The creatives that feature various quirky Bollywood one liners like 'Bachpan se hi nachayega', 'Bilkul Bollywood par gaya hai' plus all the different renditions have the same message of not thinking of it as a baby but a baap in itself. The musical baap. The outdoor campaign also highlights the logo and the sass.
Giving a deeper insight into MTV Beats, Ferzad Palia, Business Head, Youth and English Entertainment, Viacom18 adds, "This is a channel aimed at the 15-30-year age group across urban and rural India, people who love music and often imagine their day having a sound track of sorts. To give our audience's life a unique beat, we're working on defining the week into mood based themes and curating our playlists accordingly, thereby making music viewing a more relatable experience."