You don't have to be drunk to see double

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | June 15, 2009
The game show, Airtel MTV Connected, which will go on air on June 20, features 10 pairs of twins pulling gags on the unsuspecting public

MTV appears to be at its cracking best with its soon to be launched game show, Airtel MTV Connected.

Speaking to afaqs!, Ashish Patil, general manager and senior vice-president, creative and content, MTV, says, "The show premise is the collective curiosity, fascination and amazement felt by each one of us on coming across twins. The show will unravel the myths and fascination associated with twins."

The show is a home-grown studio based format, where 10 pairs of twins will be seen pulling off camera gags on the public, or will be busy fooling celebrities. Patil reasons that most game shows on the small screen are quiz-based, be it Kaun Banega Crorepati or Dus Ka Dum; but the MTV show will steer clear of this trap by engaging the twin pairs in fun activities.

& #BANNER1 & #The 10-episode show will go on air on June 20, replacing the soon to be concluded reality show, Splitsvilla. It will air at 7 pm on Saturdays. It has the famous twin brothers, Raghu Ram and Rajiv Lakshman as judges and Nikhil Chinappa as the host.

According to Patil, twins are associated with the mysterious behaviour of feeling pain or joy at the same time. So, a few rounds in the show, such as a dance round, will focus on spotting similar mistakes or goof-ups by the participating twins.

Since MTV has associated with Airtel for the show, specific features from the latter's services have been integrated.

For example, in one of the activities, one twin could be asked to choose five ringtones from the Airtel library and the second twin could be asked to list these.

In an official communiqué, Chandrashekhar Radhakrishnan (Chandru), head, brand and media, Bharti Airtel, says, "Airtel, as a brand, understands human emotions and we have used the platform of relationship enabler effectively in our communication. For us, youth is a critical segment, where the brand has to establish its core through fun and engagement. Airtel MTV Connected is a concept that will engage the youth, bringing out the Airtel values in a refreshing way."

Besides Airtel, other brands that have got onboard for the show are Croma (gizmo partner), PVR Cinemas (multiplex partner), IBN7 (news partner), Sykz Gym (fitness partner) and BJN's Firangi Paani (night-out partner).

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