Mumbai, 29 May
MTV, India’s leading multimedia youth platform, along with Pepsi, today announced the launch of Pepsi & MTV Youth Icon 2007. The hunt for India’s Youth Icon never looked more exciting with some path-breaking categories and nominations for the MTV & Pepsi YI 2007. Known for their unique creativity and clutter-breaking concepts, Pepsi & MTV today announced a line-up of nominees that moves away from the usual ‘personality-led’ nominations to literally ‘anything’ that has affected youth in recent times. The nominees for Pepsi & MTV Youth Icon 2007 are – ‘Orkut’, ‘Abhishek Bachchan’, ‘Rang De Basanti’, ‘Multimedia Cell Phone’ and ‘you’
Says Ashish Patil, General Manager – MTV India & Vice President, Creative & Content, “MTV has always led & reflected youth passions – be it through its innovative programming, outrageous promotions & events or fun consumer products. The Pepsi MTV Youth Icon is one property that recognizes what’s hooking our youth’s imagination today. And after having spawned a dozen clones, its time to rewrite the rules once again. Youth power rules, ok!”
The final nominations have been arrived at after a comprehensive research conducted by MTV along with Third Eye Research. The sample size includes youngsters aged 15 to 24 across metros. The event will conclude in June with the announcement of the Pepsi & MTV Youth Icon for 2007. Anil Ambani, Rahul Dravid, Shahrukh Khan and Mahendra Singh Dhoni have been the earlier MTV Youth Icons over the last 4 years.
Further, this year 5 of the MTV VJs would be supporting 1 nominee each and rooting for his or its win. With Cyrus Sahukar supporting Rang De Basanti, Sophie rooting for Abhishek Bachchan, Nikhil Chinappa canvassing for Orkut, Anusha Dandekar championing the cause of multi-media cell phones and Ranvijay crusading for ‘you’, Pepsi & MTV Youth Icon 2007 promises loads of excitement not only on television, mobile and internet, but also on-ground.
The voting phase campaign has recently broken on MTV. Over the next 3-4 weeks, there will be extensive promos, special programming and cross promotions on other MTV Network channels – Nick and Vh1. Further, the four week voting campaign will be extensively promoted on-air, online, on mobile and on ground through Café Coffee Day outlets.
Aditya Swamy, Vice President, Marketing – MTV India, commented, “The connection between MTV and our viewers is constantly growing as we stay plugged in to the choices of today’s generation. Youth Icon 2007 is a reflection of that understanding.” He further added, “Pepsi with its youthful irreverence has a strong connect with our audience. Our partnership is a demonstration of the synergies both brands have in capturing the imagination of the youth.”
The number of public votes acquired by each one of the five nominees decides the final Pepsi & MTV Youth Icon for each year. The voting will conclude on June 29th 2007 and can be done online by logging onto www.mtvindia.com. Viewers can also SMS "ICON" to 6882 to vote for their choice or call 5056882 and say “Youth Icon”. One of the lucky voters, also stands a chance to win a Ford Ikon.
Says MTV VJ Cyrus, who casts his vote for the category of film, “Rang De Basanti has inspired the youth to strive for what they believe is right and has stirred the Indian youth by eliciting the patriotism amongst everyone! It is a movie that has influenced, changed, inspired and perhaps even moulded the youth into who they are by creating a sense of representation of them today and thus belonging.”
Conjures MTV VJ Sophie who votes for the star Abhishek Bachchan, “Abhishek showcases the real star not just in his movies, but also his individual style that’s made him a MTV Youth Icon nominee. Abhishek has brought hip hop to the masses and made it look cool! Setting modern standards in Bollywood style, he became someone who the youth could look up to.”
Orkut, the third nominee is the biggest youth social networking forum. Says MTV VJ Nihkil, “By connecting the youth to each other in so many ways, Orkut makes them feel like they're part of something bigger, a human chain of friends from all over the world! How better to stay in touch and meet likeminded people”
Claims MTV VJ Anusha,” The forth nomination of Multimedia cell phones have changed the way people communicate and have created a whole new culture, style and fashion statement. In fact, it created "SMS", a new language and a new word in the dictionary. For the youth it is an extension of their personality and their style.”
MTV VJ Ranvijay puts in his vote for YOU. Says Ranvijay, “As for YOU, today You set the trends... You create your own style…because You are all that matters! Today, You are your own hero. You are your own youth icon! And nobody can ever change that!”
The associate sponsors for Pepsi & MTV Youth Icon 2007 include Ford, Brylcreem, World Space, Intel & Mentos, with Headlines Today as the television partner, RED FM 93.5 as the radio partner and Café Coffee Day as the Ground partner.
Who will be Dhoni’s successor in 2007?
For further information please contact:
Kehkashan Merchant /Jinal Rathod
98211 31138/ 98204 46499