MTV Introduces Concept-Based Marketing To Promote Its Recently Launched Shows

21-Aug-2019

To strengthen its innovative content slate for young Indian audiences, MTV India, the music and youth channel has launched a line-up of shows for the coming quarter. MTV Hustle, the new season of flagship shows ‘Splitsvilla’ and ‘Ace of Space’, are the recently launched shows. To promote these shows, MTV used concept-based marketing, which created a stir in its audience,

MTV Hustle is India’s first rap reality TV show that will witness rap battle between participants. The participants will come up with entirely original content. The judges for the show are Raftaar: an Indian rapper, music composer and television personality, Nucleya: an Indian electronic music producer and Raja Kumari: an Indian-American songwriter and singer. For the promotion of the show, the channel launched India's first-ever patriotic crowdsourced rap anthem: #SWAGtantra! The rap received 15 thousand views on YouTube and became a massive hit overnight

The new season of MTV’s flagship show ‘Ace of Space’ is all set to premiere from August 24. The reality show is a game of survival, where 18 contestants from all over the country compete in a series of challenges to win a bigger space to live. The show is created and hosted by Vikas Gupta who is also known as the ‘Mastermind’. The first season of the show received a mix reaction from the audience and was won by Divya Agarwal.  MTV designed an interesting on-ground live activity in Lucknow, carried out by Vikas Gupta, for the promotion of the show. A small house with 2 rooms was designed, in which season 1 contestants-Pratik Sehjpal, Meisha Iyer, Faizy Boo and Chetna Pande were put. Weaving in the show concept, the idea was to test the tenacity of the contestants while playing mind games with them. However, the twist was that here audiences got to decide the destiny of the contestants by interacting live via Facebook and Instagram. Vikas also went to city colleges along with ex-contestants, made them do tasks and shortlist people. Out of the chosen ones, Mastermind will pick one who will get a chance to participate in the show

The Indian television dating reality show,’ Splitsvilla’ is back with its new season. The show witness young men and women trying to find their perfect partner while going through various rounds and performing challenging tasks. The show is being hosted by Rannvijay Singh and Sunny Leone. For the promotion of the show, MTV came up with a unique idea of launching a series of infomercials that spoof teleshopping advertisements offering magical cures.

MTV has activated a 360-degree marketing campaign. In addition to the cross-promotional activities across network channels, these initiatives are targeted to stir word of mouth for the new shows. 

“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", Navin Shenoy, head marketing, youth, music, and English Entertainment, Viacom18, said. 

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