MTV introduces concept-based campaigns for its new shows

MTV has activated a 360-degree marketing campaign along with cross-promotional activities across network channels

by exchange4media Staff
Published - Aug 19, 2019 4:15 PM Updated: Aug 20, 2019 10:58 AM
MTV

MTV will bring to its audience some concept-based campaigns for its recently launched shows - MTV Hustle, MTV Ace of Space and MTV Splitsvilla 12.

MTV has activated a 360-degree marketing campaign along with cross-promotional activities across network channels. These initiatives have been targeted to stir word of mouth for the new shows.

Speaking about the innovative marketing campaigns, Navin Shenoy, Head Marketing – Youth, Music and English Entertainment, Viacom18, said: “MTV has been the voice of the Indian youth over the years by offering shows which provide a creative platform to our viewers to showcase their talent. We are not only raising the bar on innovation and entertainment with both our shows but also in ways we uniquely market them. While MTV Hustle is a new concept, MTV Ace of Space and MTV Splitsvilla are marquee shows, loved by audiences in their past seasons and hence, our strategy to market them is quirky and engaging.”

Starting with MTV Hustle, the channel gave India a new anthem this Independence Day - #SWAGtantra! MTV launched India’s first crowdsourced rap - for the people, of the people and by the people.

On-ground, a multi-city Hustle Cypher is up and running wherein the hip hop stalwarts hunt for the best talent in a12-hour-long on-ground plus digital contest across 5 colleges culminating into a rap battle.

For the second season of MTV Ace of Space, MTV designed an on-ground live activity in Lucknow carried out by show host Vikas Gupta.

Moving onto MTV Splitsvilla X2, MTV launched a series of infomercials that spoof teleshopping advertisements offering magical cures.

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