MTV: Reality Stars gets local favour

By Devesh Gupta , afaqs!, New Delhi | In OOH News | April 22, 2013
The month long social media marketing campaign integrated with Mumbai locals aims to tap the audience in the age group of 16-30 years.

MTV, the music channel from Viacom18 Media, has launched a month long outdoor campaign to promote Reality Stars, a youth centric show that talks about the life of four friends stuck in the world of reality TV.

As a part of the outdoor campaign, it has executed a train wrap on the Churchgate-Virar line in Mumbai to target people in the age group of 16-30 years. Each compartment of the wrapped train portrays an interesting dialogue exchange between the four protagonists of the show - Krish, Kuldeep, Zameer and Tania. The creatives also have fun messages around reality TV aspirations of the youth, poking fun at friends, smart repartees on Bollywood dialogues and social messages about safe travel.

The channel has also added a social quotient to the endeavour by putting social messages for public interest such as 'Chalti Train par Chadhoge toh chal basoge'.

Aditya Swamy, executive vice-president and business head, MTV India, says, "Mumbai local is the lifeline of Mumbaikars, a medium that is most frequented by the youngsters and captures the true spirit of young and restless Mumbai. We wanted to reflect the essence of the daily life of youngsters living in the city, their banter during train travel and present the same in tongue-in-cheek and comic nature of the show."

Some of the sponsors of the show include Frooti, Toyota Etios Liva, McDonald's, Wild Stone and Quick Heal.

The channel has also made efforts to promote the show in college campuses. It has created a network of campus representatives across 200 colleges in Mumbai, Delhi, Kolkata, Bengaluru and Pune, who put up posters across college notice boards and organise screenings of the show during college festivals. A contest carried out across these campuses will give four winners a chance to feature on the finale episode of the show.

MTV has tied up with Radio Mirchi 98.3 FM for radio promotions across Mumbai, Delhi, Pune, Jaipur, Lucknow, Indore, Bhopal and Ahmedabad. On the print platform, it has associated with Mid-Day.

Billboards across Mumbai, Pune, Kanpur and Lucknow also help to build curiosity around the show.

On the social media platform, the youth can add their own lines, repartees and dialogues through posts on the Facebook page of MTV Reality Stars. The chosen lines will find their way to the MTV Reality Stars train.

Music channel MTV India was launched in 1996. It has won numerous awards at Indian as well as international levels. Apart from music content, it has several properties such as Roadies, Immies, Music Summit for AIDS, Style Awards, Youth Marketing Forum, VJ Hunt and Youth Icon.

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