MTV’s marketing vehicle Viacom Brand Solutions has signed up with telecom service provider Vodafone to provide customised integrated marketing solutions targeted at the youth. Over the next 12 months, MTV plans to create interactive content that will play out across their screens. They will also roll out innovative consumer activation programmes using music as the underlying theme.
In a tie-up with Vodafone, MTV has launched a series of animated music videos featuring a unique band ‘Konees’. With proprietary music and lyrics, this is a 12-part series that will be played out over the next year on MTV.
Commenting on the alliance, Aditya Swamy, Vice President-Ad Sales and Marketing, MTV India, said, “The Vodafone and MTV partnership reflects the New Age of marketing synergies. Our understanding of what works with young people, combined with the power of brand Vodafone, gives us a platform to create unique multi-platform content. With this, our consumers can stay connected with both brands, wherever they are – be it at home or on the go.”
Harit Nagpal, Director-Marketing and New Business, Vodafone Essar, said, “The Indian youth is among the fastest in Asia to embrace digital technology in order to express and connect with multiple communities. MTV excels in the language of music and youth speak, and hence was our natural choice for this partnership.”
Vodafone will make this content available to its customers in the form of ringtones, caller tunes, screensavers and wallpapers on Vodafone live.