Top Story


Home >> Media - TV >> Article

International: MTV promotes world harmony in global campaign

Font Size   16
International: MTV promotes world harmony in global campaign

MTV Networks embarks on a global multimedia visual image campaign called on May 1 to promote its brand as one that recognizes unity and individuality in an increasingly hostile world.

Called MTV Coordinates and produced by creative directors at MTVN's localized and regionalized channels in 20 markets including the U.S., the campaign was prompted by youths' hostile and anti-discrimination attitudes following the Sept. 11 terrorists attack in the U.S.

It comprises a portfolio of 30-second TV spots, with each one focusing on themes selected by the individual local MTV channels, such as sex, happiness, dreams, the home and identity.

"For audiences and advertisers, we felt that MTV should be a leader in promoting harmonious images," says Lisa Hackett, senior VP of programming, marketing and operations at MTV Networks International. "We wanted to do something globally that promotes a sense of unity and still show our differences in the 21st-century world."

She adds: "It will show advertisers that MTV can connect with today's youth audiences. Because this is what our audiences look for us to be -- a leader in promoting harmony."

MTV Coordinates is the first campaign that all the channels' creative directors responded to immediately because of the post-Sept. 11 hostilities against peoples from different ethnic and religious backgrounds.

Hackett expects the global theme means the campaign will be used for several years. In addition to the TV spots, the campaign will be available on MTV's localized Web sites.

There will be off-air extensions, including the ability to select still clips from the TV spots for print promotions. But these will be determined by the individual MTV channels in the near future.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign