In July, music channel MTV has lined up three love story based movies, which will be aired on three consecutive weeks. The unique aspect about these films, which are of 45 minutes duration each, is that the content (script and songs) and the cast (actors) used in these films will be crowd-sourced from Internet users. However, the direction and production part will be managed by MTV. The first movie, titled Like I love you, will be aired on July 4.
In fact, the movies are actually an extension of a user generated content (UGC) based contest, called Cornetto Luv Reels, carried out by Hindustan Unilever (HUL) for Kwality Walls' Cornetto brand.
About two months ago, the FMCG firm invited consumers - aspiring actors, singers, musicians and scriptwriters - across India to upload their acting videos (up to 10 minutes duration), love songs (2 minutes duration) and love stories (400 words each) on a website named Hojaanede.com, created especially for the contest.
Selected actors, singers and script writers from amongst the entries would be offered a chance to act, sing and write scripts for three movies, which were to be aired on MTV.
To generate interest and invite entries, HUL promoted the website and contest through TV, outdoor and online media. Special promos were aired on MTV and posters were put up in colleges and campuses of various acting schools. Online display, social media and e-mail marketing were used to invite and involve consumers in the contest. As per an industry estimate, HUL spent more than Rs 2 crore on the promotion of this contest. About 50 per cent of the total promotion money was routed to the digital medium.
The process of receiving entries is already over. "More than 42,000 entries were received from various parts of the country, including Indore, New Delhi, Hyderabad, Kolkata, Jaipur, Mumbai, Chennai and Bengaluru," claims Haani Mirza, national creative director, Group M. The contest was conceptualised by Group M.
Mirza adds, "Out of these entries, the company will select actors, scriptwriters and singers, who will be offered to work in the movies."
In an e-mail response to afaqs!, Punit Misra, general manager, sales and marketing, Kwality Walls, says, "Through this activity, the attempt was for the Cornetto brand to become even more integrated and close to the lives and aspirations of the youth in India."
He adds, "Cornetto as a brand speaks to youngsters, for whom life revolves around movies, music and masti (fun). Films are the single most popular medium amongst the Indian youth and love stories is the most popular genre in films. Thus, bringing Cornetto, love and movies together in one stroke, and creating a platform for the youth of this country to showcase their talent in different creative areas such as acting, composing, singing and scriptwriting, is the big idea behind the campaign."
HUL indicates that the content generated through this contest may be used for other publishing purposes as well, apart from MTV movies.