MTV & Swipe Telecom launch MTV Slash for greater youth connect

On-ground launch, hoardings, digital space, experiential marketing & campus ambassadors are being aggressively used to promote the new fablet

e4m by Synjini Nandi
Updated: Jul 12, 2013 8:36 AM
MTV & Swipe Telecom launch MTV Slash for greater youth connect

MTV India, in association with Swipe Telecom, is all set to launch their third co-branded fablet (fabulous tablet) – MTV Slash. The launch comes on the back of the launch of Volt and Volt 1000. MTV has already extended its brand identity to more than 15 categories, which include adventure bikes, innerwear, footwear, lingerie, eye-wear, bags, stationery, debit cards, deodorants and EDTs. With the launch of MTV Slash, the experience goes beyond brand association to include content association as well.

The product has been designed retaining MTV’s quintessence, which is detailed out in the design, the packaging, the themes and the wallpapers available in the device. MTV Slash offers three pre-loaded MTV apps, making the user experience more engaging. The MTV India app gives the users exclusive access to all MTV shows, blogs, videos, webshows, buzz, photos, downloads and much more on the device. The MTV Funny app fills in as a daily dose of laughs and madness with funny pictures, trolls and memes from funny people on the internet. The MTV Hottie app provides a peek into the ‘MTV Splitsvilla’ contestants across five seasons.

As part of the marketing and promotional campaign, MTV India and Swipe Telecom will be undertaking large scale activities that involve an on-ground launch and hoardings across the city, further amplified on the digital space with engaging promotions and contests. These apart, experiential marketing would be key.

Campus ambassadors, youngsters spread across 200 campuses across the country, would be given a product for sampling and encouraged to talk about it, given the fact the most powerful marketing is word of mouth, resulting in a viral effect.

MTV Slash, which is a 7-inch fablet and is priced at Rs 9,490, shall be available across 10,000 retail points, Swipe e-store and also other leading online portals such as Flipkart, Snapdeal, Infibeam, eBay and other youth-centric platforms. The product features also include slim body, feather touch screen, coupled with dual camera, wi-fi, Bluetooth and GPS.

With the launch, MTV aims to create an ecosystem of surround sound around brand MTV, which includes television, mobile, digital platform, etc., since the youth today want to share every aspect of their life with the outside world.

MTV’s key licensees include Bwitch, Citibank, Crusoe, Firefox, Aureole-Inspecs, BILT, PLG, JK Ansell, Mochi, Swipe Telecom and Global Fragrances, among others.

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