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Pepsi and MTV rewrite the rules for ‘Youth Icon’

30-May-2007
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Pepsi and MTV rewrite the rules for ‘Youth Icon’

MTV and Pepsi are together again for ‘MTV Youth Icon 2007’, which is in its fifth year. The nominees this year have moved away from the ‘personality-led’ nominations to ‘anything’ that has affected youth in recent times. The nominees are – ‘Orkut’, ‘Abhishek Bachchan’, ‘Rang De Basanti’, ‘Multimedia Cell Phone’ and ‘you’.

The associate sponsors include Ford, Brylcreem, World Space, Intel and Mentos, with Headlines Today as the television partner, RED FM as the radio partner and Café Coffee Day as the ground partner.

Ashish Patil, Vice President, Creative & Content and General Manager, MTV India said, “MTV has always led and reflected youth passions – be it through its programming, promotions and events or consumer products. The Pepsi MTV Youth Icon is one property that recognises what’s hooking the Indian youth’s imagination today. After having spawned a dozen clones, its time to rewrite the rules once again.”

The final nominations were arrived at after a comprehensive research conducted by MTV along with Third Eye Research. The sample size includes youngsters aged 15 to 24, across metros. The voting phase campaign has already been broken. There will be extensive promos, special programming and cross promotions on other MTV Network channels – Nick and Vh1. The promotion will be carried forward for three to four weeks. In the fourth week, the voting campaign will be promoted on-air, online, on mobile and on-ground through Café Coffee Day outlets.

Aditya Swamy, VP, Marketing, MTV India, commented, “The connection between MTV and our viewers is constantly growing as we stay plugged into the choices of today’s generation. Youth Icon 2007 is a reflection of that understanding.”

He further added, “Pepsi with its youthful irreverence has a strong connect with our audience. Our partnership is a demonstration of the synergies both brands have in capturing the imagination of the youth.” The voting will conclude on June 29, 2007.

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