‘Pulsar Stunt Mania’, touted as the first biking stunt show on television, is all set for Season 2 on MTV. Though the second season is expected to go on air only in July, the channel has already extensive on ground activities for the show to engage the audience.
One of the major activities is the ‘Rockathon’, said to be India’s first bike and rock festival, which will be held across six cities – Shillong, Delhi, Pune, Kolkata, Chennai and Bhopal. The festival is slated to commence from May 7 and continue till June 14.
Aditya Swamy, Senior Vice President - Sales & Marketing, MTV India, informed that the ‘Rockathon’ would be a two-day event, wherein participants would be able to take part in a biking workshop and also attend a rock concert. “With ‘Rockathon’, the presence of the brand is increasing beyond the show,” he added.
Elaborating on the show’s content, Swamy said, “While the core idea of the show will remain intact, there will be a few new elements introduced in this season. This year, the show will be more active online, on the ground and even on mass media. The show has become one of the top drivers for the channel.”
He explained, “We measure the show’s success by a couple of factors. One is the amount of activity in the online space, the second is the number of participants, and the third is the number of partners. While the first season of show had just five partners, the second season has already managed to get 10-12 partners and some more are expected to be added.”
While Swamy refrained from sharing more details at this point, he did say that the concept of ‘Stunt Mania’ had gone beyond just the show and had created a following for itself in the biking space.
Our typical marketing budget is usually 10 per cent of the topline spend