Working with multiple partners is becoming the magic mantra for channels, especially in the case of formats. Another property to effectively use it now is MTV’s ‘Roadies 3’. Apart from making relevant noise, MTV has tied up with content partners to give the property a 360 degree push ensuring constant action around the show.
Even as music is the core of its content, MTV has various layers of programming and adventure travel is one of them. Miditech Production’s ‘Roadies’, now in its third year, falls in that space, and this year, the channel has scaled up all aspects around the show. The show is aired on Mondays at the 7.00 pm slot.
The number of ‘roadies’ have increased from seven to 13 this year. A programming change has been induced, whereby a roadie is voted out every week, so that there is only one remaining in the end.
“There is a lot of action and energy in the show,” offered Vikram Raizada, VP, Marketing and Digital, “The communication and the associations we have for the show stem from this.”
Demonstrating the energy on the show, the creatives have the common tagline ‘Sirf Ek Bachega’ and varying copy like ‘Koi Kissi Ka Dost Nahin’, ‘Dost Ya Dushman’ and ‘Saath Hain Par Saathi Nahin’. The above the line marketing around the show includes outdoors, billboards, and on-air promotions on the MTV Network. These will continue for two weeks.
The real work is seen in the efforts of roping in Pizza Hut as the on-ground partner, Sify Max as broadband partner and Red FM has radio partner. Fame Adlabs is offering more support with in-theatre promos, a Roadies promo played before every movie and branding in the theatre.
“The objective is to communicate the message to relevant TG with impact,” said Raizada, adding, “With Sify and Red FM, the association is more at the content level, where Sify would have access to unseen content in addition to the episode of the show itself and Red FM, too, would air unique content. For instance, every time a roadie is voted out, more about him will be spoken on the show, interspersed with songs and so on.”
Red FM played a key role in the pre-launch buzz as well with two days of RJ plugs in Mumbai and Delhi, executing the free fuel stunt for the show.
The other tie-ups seen around the show was a cross promotion with Sony’s ‘Kaisa Ye Pyaar Hai’ with the lead character appearing in the Roadies audition episode and Roadies VJ appearing on the show. The channel has also tied up for cross promos with CNBC-TV18’s Auto Show.
MTV has also utilised the digital space for Roadies. “We are launching a Roadies game, which you can easily download on mobile phones, created by Hungama.com,” informed Raizada. The channel has taken care in ensuring quality in the game and at the same time maintaining the real look by using images of the roadies and so on.
Billboards and the network will be used extensively to make viewers aware of all the value additions that MTV has brought in ‘Roadies 3’. Speaking more on the importance of the property itself, Raizada said, “It is one of our five key tent-pole programming, which has always delivered for us and is true to MTV kind of content. The show has evolved to another level in its third year and has the making of a cult following. On the MTV website alone, there were 800 pages around the show last year. There is a huge fan base that the property has and we intend on growing it more.”
In addition to newspapers, the channel has also tied up with youth magazines ‘Seventeen’ and ‘JAM’, and is making its presence felt in various youth joints as well as padding it all up with a special microsite to connect with the relevant TG. The complete 360 degree promotion that MTV has brought in for the show is another sign of growth that television marketing has been seeing.