We have seen it on other channels and now we will see some more of it on MTV too. The music channel is all set to launch a celebrity romance-reality show ‘Ishq Deewane’ from June 3, 2006 in its 7.30 pm slot. MTV’s VP and GM, Creative and Content, Ashish Patil believes that the show will take celebrity romance-reality to another level.
The show is presented by Cadbury Bytes in association with Garnier Fructis, Sony Ericsson, Pepsi and Diamond Trading Company. The other partners on the show are RED FM, Baskin Robbins and Excel Home Video.
Speaking more on what led to a show like this, Patil said, “Romance as a genre is big in India – whether it is in movies, music or any other form of entertainment. Everyone loves a good love story and hence, you know that this will work in India. Second factor here is reality. In this genre we have already done some pioneering work with the likes of ‘Roadies’, apart from that, what is seen is only on the lines of musical talent hunts. Then there is the celebrity factor and there already are examples like ‘Nach Baliye’ and ‘Jodee Kamaal Ki’ to show that it is working in the Indian context.”
“If you put all this together in MTV style, you get ‘Ishq Deewane’,” said Patil, adding, “We have worked on getting meaty episodes that capture the love stories in 30 minutes and then there are other elements that put the MTV stamp on it.”
The show has 13 episodes, wherein 12 episodes would cover celebrity couples and the final episode will encapsulate the best of the series. Prior to this, three curtain raiser episodes have been aired with the aim to create the build up to the show. The content of each episode would move from the beginning of the love story of the celebrity couple to facets like compatibility tests and finally to planning a surprise for one half of the couple.
The channel is supporting the show with mass media marketing. Mall activation, on-ground activation in addition to spots on MTV Network and radio partnerships have also been planned in cities like Delhi, Mumbai and Ahmedabad. Some of the other initiatives manifest through the Baskin Robbins and Excel Video tie-ups.