Note: References taken from The Business Standard.
The box office cash register in the recent times has rung with the success of movies like Dabangg, Rowdy Rathore, Ishqzaade and the most recent Gangs of Wasseypur. All the movies have brought to limelight the raw and remote hinterland of shining India, with the protagonist being crude, coarse, rugged and uncivil with a heart of gold and strength of character.
Is the transition of our leading men from being suave and aristocratic in ninety’s to raw and rowdy today, an indication that new generation of the country has come of age from the demure and elegant conduct passed on as British legacy?
Cashing in on this, MTV India, the most iconic youth brand, from November 2010, has entered a re-branding phase with a new philosophy- STAY RAW. Under its new face, the channel has taken a complete bold way to serve the next generation of the country. Their brand ethos still relates to Youth, Relevance, and Trendy. Bold has been swept in since Stay Raw.
Today young people are more confident than they ever were. They write their own rules, they play their own games. They wear their attitude on their sleeve and are proud of their heritage. In short, they are real, they are brash, they are unmixed.
This philosophy is being launched through a truly innovative route. A never seen before channel look with clutter breaking graphics, once you see it, you are guaranteed to love it.
After a slew of reality shows that dominated its prime time slot, MTV India is also returning to its roots- Music. What has prompted MTV to change its much hyped strategy? According to TAM ratings for the Hindi-speaking markets in week 42, 2011, 9XM was the number one music channel with a 15.3 per cent share, followed by Mastiii (14.3%), Channel V (11.6%), B4U Music ( 10.4%) and MTV (9%). This showed that there was increasing boredom among it's viewers. From the previous 70:30 format, MTV will now have a 50:50 format.
MTV India now has four new music blocks -MTV Big Bang Mornings, MTV Music Xprs, MTV Mash Ups and MTV International - to serve Bollywood and international hits and has launched the Indian editions of Coke Studio, MTV Unplugged and Grind. It will also continue to telecast new seasons of popular shows such as Rock On, Splitsvillaa, Roadies and Stunt Mania.
How did it manage to spring back? Apart from intelligent OOH, Social Marketing was one of the main reasons behind it. A Facebook page that boasts of over 3.5 million fans, with at least one video being uploaded every day, and a slew of Twitter and Youtube fans, MTV manages to hold the youths glued to it's page. Every day posts like MTV Splitsvilla HOTTIE of the day, Funny Video of the Day, etc. are streamed. No doubt, the MTV Roadies page is recommended by over 80% of it's fans every week.
Here are some print ads you'll love to see.
Hope you loved these graphic text ads by MTV. Which one did you love the most?
The box office cash register in the recent times has rung with the success of movies like Dabangg, Rowdy Rathore, Ishqzaade and the most recent Gangs of Wasseypur. All the movies have brought to limelight the raw and remote hinterland of shining India, with the protagonist being crude, coarse, rugged and uncivil with a heart of gold and strength of character.
Is the transition of our leading men from being suave and aristocratic in ninety’s to raw and rowdy today, an indication that new generation of the country has come of age from the demure and elegant conduct passed on as British legacy?
Cashing in on this, MTV India, the most iconic youth brand, from November 2010, has entered a re-branding phase with a new philosophy- STAY RAW. Under its new face, the channel has taken a complete bold way to serve the next generation of the country. Their brand ethos still relates to Youth, Relevance, and Trendy. Bold has been swept in since Stay Raw.
Today young people are more confident than they ever were. They write their own rules, they play their own games. They wear their attitude on their sleeve and are proud of their heritage. In short, they are real, they are brash, they are unmixed.
This philosophy is being launched through a truly innovative route. A never seen before channel look with clutter breaking graphics, once you see it, you are guaranteed to love it.
After a slew of reality shows that dominated its prime time slot, MTV India is also returning to its roots- Music. What has prompted MTV to change its much hyped strategy? According to TAM ratings for the Hindi-speaking markets in week 42, 2011, 9XM was the number one music channel with a 15.3 per cent share, followed by Mastiii (14.3%), Channel V (11.6%), B4U Music ( 10.4%) and MTV (9%). This showed that there was increasing boredom among it's viewers. From the previous 70:30 format, MTV will now have a 50:50 format.
MTV India now has four new music blocks -MTV Big Bang Mornings, MTV Music Xprs, MTV Mash Ups and MTV International - to serve Bollywood and international hits and has launched the Indian editions of Coke Studio, MTV Unplugged and Grind. It will also continue to telecast new seasons of popular shows such as Rock On, Splitsvillaa, Roadies and Stunt Mania.
How did it manage to spring back? Apart from intelligent OOH, Social Marketing was one of the main reasons behind it. A Facebook page that boasts of over 3.5 million fans, with at least one video being uploaded every day, and a slew of Twitter and Youtube fans, MTV manages to hold the youths glued to it's page. Every day posts like MTV Splitsvilla HOTTIE of the day, Funny Video of the Day, etc. are streamed. No doubt, the MTV Roadies page is recommended by over 80% of it's fans every week.
Here are some print ads you'll love to see.
Hope you loved these graphic text ads by MTV. Which one did you love the most?
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