Viacom18 Media, a 50:50 joint venture between Viacom Inc and Network18, has revealed the identity of its soon-to-be-launched Indie music and sub-culture channel. PepsiCo India is the title sponsor of the channel.
Christened Pepsi MTV Indies, the channel claims that it will be the world’s largest platform for independent sub-cultures and has been built in collaboration with a collective of artists and supporters of the independent scene. Led by music, Pepsi MTV Indies will also reflect other sub-cultures such as independent films, art, comedy and more. The channel will be launched this February in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms.
Explaining the rationale behind launching the channel, Sudhanshu Vats, Group CEO, Viacom18 said, “At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.”
Talking about the brand association, Deepika Warrier, Vice President - Po1 Marketing, PepsiCo India said, “Pepsi as a brand has always stood for anticipating the pulse of the youth ahead of the curve. Our positioning, as manifested in our tagline, ‘Oh Yes Abhi’, celebrates the impatience of youth who want the excitement, the spotlight, the action, the stage, right now. Music is a key youth passion point and Pepsi’s biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers.”
Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity.
“The launch of the channel coincides with the debut of Pepsi’s global logo and visual identity system in India. Celebrating revolution, engagement and the impatience to be more, Pepsi continues to change the way the young see the world and the way the world sees them,” Warrier added.
Aditya Swamy, Business Head, MTV India added here, “MTV is the cultural home of the millennials, musicians and artists across genres. There is a content revolution brewing and MTV is constantly fuelling it with its edgy curation. Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India. We are excited about leading the change from sub culture to pop culture. Its space both brands are heavily invested in and together this is going to be an exciting ride.”
The channel seamlessly integrates into the digital world. With video streaming, users can create playlists, share gig updates and feel the experience of other indie fans up close and personal. On the mobile front, an Indie music discovery app has been created, which is accessible across all Android and iOS platforms. Concerts and festivals are a key part of the Pepsi MTV Indies footprint.