You may call it a perfect brand fit or a brand placement. India’s numero uno youth music channel MTV has struck a partnership with Yash Raj Music. Titled ‘MTV Celebrates Yash Raj’, it promises to be a unique programme featuring the most glorious songs, the juiciest snippets and the most exciting footage from the entire bouquet of Yash Chopra Films.
Sharing his thoughts on the partnership, Yash Chopra said, "I am overjoyed at the excitement MTV has shown for the launch of our music label Yash Raj Music. It mirrors the excitement we feel about this historic endeavour. This tie-up is yet another innovative first between MTV and Yash Raj Films, and we look forward to taking our relationship to even more ambitious heights.”
Said Alex Kuruvilla, MD, MTV Networks India, “We are honoured that Yashji has partnered with us for one of the biggest television events of all time. With two clear leaders, MTV and Yash Raj Music, joining hands, the music world will never be the same again.”
On September 21, 2004, ‘MTV Celebrates Yash Raj’ had hijacked the channel for the entire day. All regular MTV programmes were replaced by songs and scenes from Yash Raj films from 6 a.m. to 12 midnight! Furthermore, from September 22 to November 12, Monday to Friday, for two hours daily - 9 am to 10 am and 6.30 pm to 7.30 pm, MTV will continue with ‘MTV Celebrates Yash Raj’. The clincher is that the shows would be hosted by favourite Yash Raj stars, ranging from Amitabh Bachchan to Shahrukh Khan and Hema Malini to Preity Zinta. In the course of this on-air event, viewers will also be able to see some never-before-seen footage from Yash Chopra’s movies.
What’s more, MTV will give its viewers a unique opportunity to catch exclusive clips from Yash Chopra's new film ‘Veer Zaara’ starring Shah Rukh Khan, Preity Zinta and Rani Mukherjee.