Pepsi has partnered with MTV to launch the ‘Pepsi and MTV Youth Icon for 2006’. The initiative will span across multimedia youth platforms and is so far the biggest and widest hunt for India’s Youth Icon.
This partnership with Pepsi will extend to on-ground, on-air as well as digital initiatives. The Pepsi MTV Youth Icon 2006 is supported by an aggressive 360-degree activation starting April. An exciting promotion will allow one consumer who has voted for the ‘Pepsi and MTV Youth Icon for 2006’, an opportunity to meet his icon on MTV.
“The Youth Icon is a property that honours men and women of substance, who have positively influenced youth. Youth empowerment is a credo that brand Pepsi has always lived by, and we are proud to partner MTV is this highly youth relevant endeavour that empowers them to vote for their Youth Icon,” said Punita Lal, Executive Director (Marketing), Pepsi Foods Pvt Ltd.
“Youth Icon in its fourth year has grown phenomenally both in reach and recall, but this year is truly special as it marks our journey towards setting new benchmarks and standards for true value partnerships and brand integrations. This partnership with Pepsi is the first step in that direction and we’re happy to have them onboard,” said Nitin Jain, VP, Ad Sales, MTV Networks India.
Every year, millions of young Indians vote for their favourite Youth Icon among a pantheon of newsmakers who have fired their imagination. Shah Rukh Khan was nominated as the MTV Youth Icon in the film category in 2005 and took over from Rahul Dravid (winner 2004). Anil Ambani was the first ever Youth Icon in 2003.
The number of public votes acquired by each one of the six nominees decides the final Youth Icon for each year. The voting will be conducted from April 17 to May 17, 2006 and votes can be cast online, through SMS and calls. The final nominations have been arrived at after a 10-city study conducted by IMRB. The sample size includes youngsters in the age group of 15-24 years from Ahmedabad, Chennai, Chandigarh, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, New Delhi and Pune. The event will conclude in May with the announcement of the Pepsi and MTV Youth Icon for 2006.
The associate sponsors for the event include Weekender, Castrol, HP and Ford Ikon, who will give away a Ford Ikon ‘Flair’ to one lucky winner who votes for his/her Youth Icon.