It is imperative that we keep reinventing ourselves: Navin Shenoy, Viacom18

Shenoy, Head Marketing -Youth, Music and English Entertainment, Viacom18 explained why it's necessary to keep up the changing attitudes, concerns and hopes of the young

e4m by exchange4media Staff
Updated: Feb 5, 2020 3:27 PM
Navin Shenoy

Navin Shenoy, Head Marketing-Youth, Music and English Entertainment, Viacom18, recently spoke on ‘Keeping Up With Young India’ at At e4m-TV First Conference 2020.

He highlighted the recent report by MTV titled ‘Mera Bharat Amazeballs’ which focuses on the changing mindsets of the Indian youth, who are resolute at making India great again.

Speaking about the report and insights, Shenoy said: “We see ourselves as India's number one youth platform. It is imperative that we keep reinventing ourselves based on real information on the ground about young people's attitudes, concerns, and hopes.”

Regarding the B2B perspective, Shenoy shared that the insights are important if one looks from the B2B lenses because when a marketer sees the report and findings, they believe that MTV understands youth better than anybody else. “From our own business perspective, yes, the study is good for shows and brands,” he asserted.

One of the findings of the report highlights their values, goals, ambitions and anxieties. The report further encapsulates how ‘armchair’ activism is no longer in the Indian youth glossary.

“For instance, Roadies is our flagship show on MTV. It's been around for over a decade and a half but this next edition, because we figured out that young people are very action-oriented and they want change to happen around them is the reason this year's theme on Roadies, called Roadies Revolution. That's one way to use the report, which is an existing flagship show, which has been around for a long time. How do you repurpose and base this new insight?”

He further explained and gave an example of MTV’s Hustle- India’s first hip hop reality show. “We discovered that people were talking about talent being the new sexy. Also, hip-hop is slightly different from the typical Bollywood music that young people consume. Hip-hop seems to be more poetry than classically trained singing, so the entry barrier is not so high. If you write really well, you might be able to get away with rapping on your own. The part of that insight and understanding led to the launch of India's first hip hop reality show which has been a major success.”

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