MTV to launch Indian version of America's Next Top Model

MTV is all set to bring fashion back in style for all its viewers with the launch of a new show, India’s Next Top Model.

The show is an Indian version of CBS' America's Next Top Model. It is being launched in India by license holder and producer Bulldog Media & Entertainment.

Starting July 19, India's Next Top Model will air every Sunday at 7 pm. Splitsvilla, that was airing on weekend at 7 pm, goes weekly with only Saturday telecast.

MTV has roped in TRESemme as the presenting sponsor for the 10-episodic show. It will be co-presented by Lakme and powered by Amazon.in.

In a quest to bring the era of the supermodel back, MTV has teamed up with the model, actor Lisa Haydon, who makes her television debut with this show and ace photographer Dabboo Ratnani who will be seen judging thirteen fresh faces in the race to win the title of India’s Next Top Model.

The girls will be mentored by MTV VJ Anusha Dandekar and grooming expert Neeraj Gaba.

Talking about the show Aditya Swamy, EVP and business head MTV says, “Young people aspire to be part of global platforms and when it comes to fashion, the Top Model franchise is as big as it gets. This show will transform the lives of the 13 girls forever. And that’s what MTV is all about. BIG & BOLD. This an exciting partnership that brings together the best of the best -TRESemme, CBS, Bulldog and MTV. I look forward to the beginning of a long and exciting journey together.”

Akash Sharma, co-founder and executive producer, Bulldog Media & Entertainment adds, “We are proud to be associated with CBS Studios International and MTV India to launch the Indian version of 'Next Top Model' in the country. The property today is a worldwide phenomenon and viewed in over 100 countries across the globe with more than 20 local versions of the format. In the countries where the show has been localised it has managed to strike a chord and go on to ratings and sponsor success; I don't see it being any different for India. The team at MTV & Bulldog has embraced the look and feel of the show capturing the format of the US version while at the same time managing to create an edgy feel for the MTV audience. I think viewers are in for a real treat and I look forward to the show becoming a regular fixture on MTV.”

Both TRESemme and Lakme are from the HUL family, media duties of which are being handled by GroupM's Mindshare. Prasanth Kumar, CEO, Mindshare South Asia comments, “Content is a power social currency for brands to connect with the audience. All three partners involved HUL, MTV and Mindshare are working together to create a format that presents the value and proposition of brands with engaging content for consumers to enjoy and share. An international franchise such as ‘India’s Next Top Model’ was best suited to the Indian audience by partnering with an International premium beauty brand like TRESemme and an iconic Indian beauty brand like Lakme - that have fashion and backstage expertise and are trend leaders with the Indian consumers and we are excited to see this show come alive on Indian television.”

According to the channel, 13 Girls have been selected for the show through an online application where the girls could email their portfolios to MTV. The girls, who hail from various parts of the country such as Allahbad, Bangalore, Bareily, Nagaland etc. will then be groomed and mentored by Dandekar and Gaba. Week on week, the girls will go through four stages of the competition - Teach - where they will be taught an essential modelling skill, Challenge - a test for them to apply what they’ve learnt, Photo-shoot - to determine what the results of their hard work look like and Elimination - where each week a girl will be sent home. Each week, the show will also witness visiting celebrity judges to up the difficulty level for the girls.

The winner of the show will get to be the face of Tresemme’s media campaign for one year, an extensive feature for Lakme in Grazia - Europe’s No. 1 Style Magazine, a modeling contract with Bling and finally get to walk the ramp at Lakme Fashion Week 2015 for a high profile fashion designer.