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MTV plans 360 degree promotion around Lycra MTV Style Awards

09-September-2005
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MTV plans 360 degree promotion around Lycra MTV Style Awards

Lycra MTV Style Awards is back and in its third year, MTV has planned quite a lot around the property. The show itself will be held on October 14, 2005, in Mumbai at the Jamshed Bhabha Auditorium at NCPA. Brylcreem, Yamaha and Wrigley’s Orbit are the associate sponsors for the event along with Garnier Nutrisse, who is the partner sponsor.

The Lycra MTV Style Awards will be promoted through an extensive campaign across print, outdoor, on-air, mobile and online via Mtvindia.com. Pre-event roadshows will be flagged off in Hyderabad, Delhi and Mumbai, which will be followed by exclusive style parties in the same cities to usher in the Lycra MTV Style Awards ’05.

“There is a 45-day campaign planned around the event,” informed Cyrus Oshidar, Senior VP, Creative and Content, MTV Networks India, adding, “We are doing all the works. The on-air promo on the MTV Network has already broken and the theme will apply to all the mediums.”

Lycra MTV Style Awards is the only television property that Lyrca is associated with. Giving some background on the property, Satish Khurana, Country Leader - India, Bangladesh and Sri Lanka, Lycra, said, “The property is a perfect platform for us to reach our TG. We are not just sponsors of the Style Awards, but 50 per cent owners. We have pioneered the initiative globally and it was natural for us to bring it to India. You will see this association for a long time.”

Speaking on how the association worked for Lycra, Khurana said, “Lycra is synonymous with all that is fashionably stylish. The hugely successful Lycra MTV Style Awards editions in 2003 and 2004 created unprecedented excitement, proving that the country has finally gained its own authoritative awards, that has now become the most eye-catching event on India’s fashion calendar.”

For MTV, the excitement continues in the third year as well. Oshidar said, “Over the last two years, Lycra MTV Style Awards have strengthened its positioning as a unique fusion of fashion, music and style – a distinct concoction that one doesn’t see anywhere else. Going forward, we are sure to strengthen this unique platform further, where creative minds from diverse domains will come and weave magic together.”

The Lycra MTV Style Awards are classified into three broad categories – ‘Popular’, ‘Technical’ and ‘Honours’. The Popular Awards are aimed at recognising the most stylish people in the fields having the broadest popular reach – namely the realms of music, television, films and sports.

The Technical Awards, on the other hand, will acknowledge people from the fashion industry, including models, designers and fashion photographers. The Honours category is aimed at people in the field of business and politics.

This year’s style splash has designers like Raghuvendra Rathore, Anamika Khanna, Aparna Chandra and Narendra Kumar Ahmed, who have been selected to create exclusive designs solely for the event. These designers will eventually team up with one performer each.

The Lycra MTV Style Awards will zero in on ‘the’ most stylish people in fashion, films, sports, television, business, politics and music – be it the suave Abhishek Bachchan, the effervescent Rani Mukherjee, speedster Narain Karthikeyan or India’s new-found prodigy, Sania Mirza.

The panel of judges, comprising Bipasha Basu, Mehr Jessia, Aki Narula, Feroz Gujral, Manoviraj Khosla, Wendell Rodricks and Milind Deora, have narrowed the search to line up the style icons, following which viewers will have the power to select the winners across the Popular categories. However, winners in the Technical and Honours categories will be decided by the panelists.

Also, this year, as a reminder of the calamity that engulfed Mumbai on July 26, a special platform titled ‘Style with Substance’ has been created to help the victims. A few select designs from each of the designers will be selected and put up on eBay for auction. The proceeds will be donated towards the rehabilitation of victims of the July 26 deluge.

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