MTV says 'Freedom Matters' in new Independence Day campaign

In its newly released brand film, MTV shows people from different walks of life in 2019, criticizing life, but realise things can be much worse now that they are in 2020

e4m by exchange4media Staff
Published: Aug 15, 2020 4:00 PM  | 2 min read

Who would have thought that the beginning of a new decade would unfold a “new normal”- a way of life none of us would have ever imagined getting accustomed to. With this drastic change in our lives, attending virtual classes, celebrating festivals over zoom calls, creating a workspace within the four walls of the house, are now in vogue. Our social media updates that were replete with check-ins at restaurants, weddings, parties and colleges are now all about cooking, sleeping, admiring the beauty of nature from the balconies, and the video chats. We all took the freedom of the “normal life” for granted. Didn’t we? This Independence Day, MTV has an important lesson for all of us - “freedom matters” and its high time we value it! 

In its newly released brand film, MTV shows people from different walks of life in 2019, criticizing the monotony of college life, the everyday hassle of traveling to office, also talking about how partying is done to death for youngsters and being self-dependent an overrated concept. But then, 2020 happened. And the world turned upside down! That college guy, the working professional, and the party animal going-girl are seen sitting at home, missing their freedom of going to parties, traveling to office, meeting friends, enjoying festivals and yearning for the time that they never valued. The drab look on the faces say it all- Be careful what you take for granted. Freedom matters.  

Speaking about the film, Navin Shenoy, Head of Marketing – Youth, Music and English Entertainment, Viacom18 said: “The unprecedented times brought upon us by the pandemic has curtailed what impacts the youth most – their freedom to live as they deem fit. With this film for Independence Day, we wanted to put the spotlight on that everyday freedom and gratitude for it.” 

This Independence Day, MTV lets you realize the importance of freedom and urges the youngsters to be grateful for what they have!

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