ITV

Tag: MTV Beats

  • This world no tobacco day, MTV and MTV Beats say: It’s time to quit!

    This world no tobacco day, MTV and MTV Beats say: It’s time to quit!

    MUMBAI: This World No Tobacco Day, MTV and MTV Beats bring a hard-hitting yet a quirky message for all the tobacco users echoing loud and clear – It’s time to quit!

    “Smoking and consumption of tobacco is injurious to health”. From cigarette packs to movie screens to social media, no statutory warning has been nailed into our psyche more than this one. But despite the deluge of advisories and cautionary messages, the rise in tobacco usage continues to be a grave concern world over, especially amongst the youth. The upshots of this addiction is unnerving, with dhue ka challa bringing us close to ashes within a snap of our fingers! If it isn’t too late already, this menace should stop now.

    https://www.facebook.com/mtvindia/videos/2913704145417723/

    https://twitter.com/MTVIndia/status/1266266016436252681?s=19

    https://www.instagram.com/p/CAw0uJihqcQ/?igshid=zr1ysi8b66yx

    MTV’s brand film shows a guy who is trying to quit and is having the last cigarette of his life. In this special moment, he has his friend’s support who motivates to get through this hurdle. Not only that, his last cigarette joins him in this overwhelming moment and says, “Dhuaa mein yaad rakhna”. Not able to hold his emotions any longer, the guy keeps up to the promise and burns out his last cigarette. With a tinge of comedy, MTV puts it out, spot-on that, “Cigarettes are Lame. Quit.”

    Based on the conversations on social media, MTV Beats will create innovative beats around the same and add a voice to the messages that will be released on World No Tobacco Day. The campaign will musically package people’s emotions towards the consumption of Tobacco, in partnership with rap-sensation Shloka to spread a common cautionary message in an uncommon way. The video will address the danger smokers are putting theirs and other’s life through.

    So, wake up before it is too late and say, Tobacco is Lame, with MTV and MTV Beats!

  • MTV and MTV Beats salute the undying spirit of COVID-19 warriors with #RahoMusicallyPositive

    MTV and MTV Beats salute the undying spirit of COVID-19 warriors with #RahoMusicallyPositive

    “The light at the end of the tunnel is not an illusion, the tunnel is”. While the world is currently fighting through a global pandemic, there definitely is a ray of hope and joy beaming at the end of this dark tunnel. As we adapt ourselves to the new normal, it is imperative to keep up with the positive spirit, stay united and thank our real-life superheroes for their selfless efforts of standing strong and protecting us from this health crisis. Through the power of music, MTV and MTV Beats extend a heartfelt tribute to all the doctors, nurses, police, medical staff and other frontline workers with a special video campaign – #RahoMusicallyPositive.

    The #RahoMusicallyPositive video prompts the viewers of MTV and MTV Beats to do their bit while they stay safe at home by extending their support to the Network’s social campaign. Viacom18 has joined hands with Goonj to support individuals, families and communities across India that are financially impacted by COVID-19, including daily wage workers. To contribute comprehensive family kits of essentials to the affected communities, one can donate here: bit.ly/GoonjFundraiser

    Speaking about the #RahoMusicallyPositive campaign, Ferzad Palia, Head- Voot Select, Youth, Music and English Entertainment, Viacom18 said: “Music has the power to bring people together and instil a feeling of positivity and happiness. With this thought in mind, MTV and MTV Beats partnered with some of the most talented musicians and Bollywood actors to create the #RahoMusicallyPositive song to boost the morale of our frontline workers who are fighting the pandemic on ground as well as each one of our viewers who are battling it by staying at home.”

    #RahoMusicallyPositive features some of the eminent faces from the film fraternity such as Neha Dhupia, Aparshakti Khurrana, Rannvijay Singha, Kailash Kher, Palash Sen, Meet Bros, Amit Mishra, Jonita Gandhi, Tulsi Kumar, Shilpa Rao, Nakash Aziz, Karan Kundra, Gaelyn Mendonca, Varun Sood, Shashaa Tirupati, Nikhita Gandhi, Akasa and Shashwat Singh, singing their heart out on Baar Baar Haan from Lagaan. This heartwarming tribute is dedicated to all the COVID-19 warriors and citizens who are fighting through the pandemic and trying to stay positive in this current scenario.

    So #RahoMusicallyPositive and join hands with MTV and MTV Beats to thank our real life heroes.  

  • MTV Beats innovates programming strategy amidst lockdown

    MTV Beats innovates programming strategy amidst lockdown

    MUMBAI: With lockdown 3.0 underway, MTV Beats is bringing for all music lovers a fresh content line up starting 14 May. The channel will offer five new shows, five days a week.  These include new shows like MTV Beats Pyaar Karo Na, MTV Beats Lockdown House Party and MTV Beats Sessions From Home coupled with innovative ‘lockdown’ renditions of its existing popular properties Baba Ki Chowki and Dil Beats with Darshan Raval. Some of the young talents such as Darshan Raval, Dr Sanket Bhosale, Akasa, and DJ Chetas will entertain our viewers ‘At home’.

    MTV Beats head business planning  and content partnerships, youth, music and English entertainment Viacom18 Vikas Boni said: “As a one-stop destination for all things Bollywood, MTV Beats has always stayed ahead of the curve offering not only music but a fresh take on it with artists. The channel’s reach has jumped, and viewership has grown significantly during the lockdown. With limited new music videos being launched amidst the lockdown, the need for fresh content to supplement music is even higher. Our new programming line-up, therefore, caters to the consumer demand for fresh content and intends to push the growth trajectory further.”

    First up is MTV Beats Sessions from Home that will let viewers rejoice with unplugged versions of some of their most favorite songs and sing along with their favorite artists like Jonita Gandhi, Lisa Mishra, Nikhita Gandhi, Shashwat Singh and many more. As they make viewers swoon to their most melodious tracks, each of them will also share anecdotes about the songs they choose. Also, catch the fun segment, MTV Beats Wants To Know, a zappy rapid-fire, full of amusing answers and candidness. Watch your favorite artists react like never before!

    Baba is back but this time with a digital twist! MTV Beats Baba Ki Chowki- Lockdown Edition will have comedian Dr. Sanket Bhosale pump up the humor, not just with leading Bollywood stars but also fresh faces from the world of digital, all on a video call! In addition to funny news and quirky trends, the show will be filled with interesting segments like a question by a fan, fun games, Baba’s lockdown messages and don’t forget to catch the ‘Lockdown Step of the Week’ to drive your boredom away.

    How about a virtual love dost to settle your lockdown love problems? Darshan Raval is here to the rescue. Post the astounding success of the last 2 seasons, the channel brings a unique rendition of Its most loved show, Dil Beats with Darshan Raval. Premiering every Wednesday, Dil Beats Lockdown Love will have musical heartthrob Darshan Raval present real-life Lockdown wali Love Stories and discuss challenges of keeping love afresh, amidst the current scenario. Viewers will also be asked to share their real-life love stories on social media and talk about their ‘lockdown’ relationships.

    There’s more in store. Offering a unique opportunity to unlock your hearts inside locked up houses, the channel brings a refreshing take on love and dating with MTV Beats Pyaar Karo Na- a first of its kind digital dating show from home. Hosted by singer Akasa, the show, set to air every Sunday, will see a virtual date being set-up between two strangers via a video call followed by some interesting segments, love tasks, and a final proposal at the end. Contestants will also be picked from our social media audience to feature and find love on the show.

    When you find love, how can a party be far away! MTV Beats gives you a chance to set the perfect mood at home. Tap to the tunes of DJ Chetas on MTV BEATS Lockdown House Party, chill out with some electrifying dance music and turn your regular Saturday evenings into an unforgettable one.

    And most importantly, national sacrifice warrants national praise. Through a special property, MTV Beats Desh Ki Beat, the channel will dedicate a ticker on air to display messages of love and encouragement to all those risking their lives for our safety and comfort, sent to us by our audience on social media.

    Follow Tellychakkar for the consumer facing news & entertainment

  • MTV and MTV Beats launch digital innovations amidst lockdown

    MTV and MTV Beats launch digital innovations amidst lockdown

    MUMBAI: MTV and MTV Beats are here to ensure that the audiences are in for daily dose of entertainment during lockdown. Be it on TV or on social media, there is a host of content to offer that will surely keep the young guns engaged and entertained.

    Viacom18 youth, music and English entertainment marketing head Navin Shenoy said: “We have always believed in a hybrid approach i.e. inclusive of TV and digital when it comes to our young audiences. Therefore, amidst this lockdown, we have created a strong proposition on both these platforms. Television consumption for youth in India has risen by 12 per cent* while there is an 87 per cent* surge in social media usage. Our content, therefore, is reflective of this paradigm shift and designed to pique consumer intrigue and interest.” He further added, “While on TV we are bringing back some of the most popular seasons of our tentpole properties, on social media we have created content capsules such as MTV Adda and Lockdown Stars that cater to the varying interests of our fans and curate a more personalized interface for them with their favourite celebs while being at home. Music From Home on MTV Beats is an apt offering to make social distancing an entertaining experience.”

    MTV Adda comes as the ultimate recipe to kill quarantine boredom. To help the audience get the best out of social distancing, this initiative lets the fans get up, close and personal with their favorite celebrities from the house of MTV. From the OG Roadie Rannvijay Singha and beauty with brains Neha Dhupia, to the ever-gorgeous Anusha Dandekar, designer Masaba Gupta, the very witty Vikas Gupta and the suave Nikhil Chinappa, MTV Adda has the most loved celebs give away easy home workouts and beauty tips, dance lessons, culinary guidelines and much more only on Instagram. Some lucky fans will also get a chance to be a part of the LIVE and interact with their favourite celeb while showing off their in-home skills.

    Catering to its whopping following of over 25 million on social media, MTV has also introduced a one of a kind offering to tap into the diverse talents of its fans and help them be the next social media sensation. Hosted by the super gorgeous VJ Gaelyn Mendonca, MTV Lockdown Stars is an innovative talent hunt show that gives MTV fans a chance to impress everyone with their talent but in less than a minute. All they need to do is upload a video of a performance on Instagram, tagging @MTVIndia with the hashtag, #MTVLockdownStars. From dancing, singing, cooking to mimicking and even standup comedy, MTV Lockdown Stars has a place for everyone to excel. The best entries shortlisted by Gaelyn along with MTV will get a chance to perform their acts in an hour-long LIVE event on Instagram as part of the final artist line-up, curated by the channel.

    Tapping the popularity of gaming amongst the youth, MTV also brings MTV After Hours, a unique initiative that lets the users interact with the MTV squad in an innovative format, every Friday at 11 pm. For the first time, MTV will step into the world of popular online games and dabble with the players. As part of the property, MTV will reach out to the superstars of digital cult games and bring together novices and pros alike, engaging them on MTV’s buzzing social media.

    And there's more to indulge in. Hustle from Home is yet another exciting initiative to get up and close with some aspirational rappers on how they’re honing their skills amidst the lockdown. On the Instagram page of @mtvhustle, top contenders of the first season will go live and interact with budding rappers, every day at 6PM to discuss how they are utilizing this phase to improve their writing and composing skills.

    To add a splash of music to the monotony, MTV Beats has launched Music from Home to make ‘work from home’ more musically +VE. As a part of this, fans can log into the Instagram page of MTV Beats and witness a stellar line up of artists like Darshan Raval, Kailash Kher, Shreya Ghosal, Papon, Dr. Palash Sen, Shalmali, Jonita Gandhi and many more go live from their homes and jam to their most popular tracks. Fans can also dedicate songs to their loved ones with MTV Beats Farmaaish, where the artists will perform to the song requests during the LIVE and also call out their endearing dedications. Not just that, fans will also get a chance to do a Social-Distancing Chat and interact with the artist during the LIVE using the dual video feature on Instagram. The channel has also curated a special Work From Home and a House Party playlist to dabble through the never ending work tasks with some fine soulful Bollywood melodies and refreshing upbeat music.

    On television, amidst the lockdown, MTV and MTV Beats has brought back some of its highly rated shows to let its audience relive the drama and excitement. Some of the most loved shows like Ace of Space S1, Love School S3, MTV Hustle and Splitsvilla X along with Roadies Revolution are back on MTV, FitStop with Sunny Leone, Dil Beats with Darshan Raval on MTV Beats are there to ensure there isn’t a dull moment for its fans.

  • ShowBox enters top five music channels list

    ShowBox enters top five music channels list

    MUMBAI: ShowBox – IN10 Media’s youth-centric, 24-hour music channel continues its steady rise through the BARC rankings. Within 6 months from launch, ShowBox, has broken into the Top five Music channels in Hindi speaking market (HSM) as per Broadcasting Audience Research Council (BARC) report for the week of 25 January to 31 January 2020.

    As per BARC report for Week 4 2020, ShowBox emerged as a clear leader with 15.2 Gross Ratings Points (GRPs) beating MTV Beats at 14.6. The channel showed a massive reach with 81004 (Cum reach 000’s) along with a rise in its viewership, garnering 87616 impressions (in 000’s).

    ShowBox CEO Rajiee M Shinde said “ShowBox, understands the pulse of the Indian youth. Our innovative programming strategy, and delivering the best in music entertainment has helped us to be part of the top 5 music channels. We are overwhelmed and delighted to be the fastest-growing music channel in India. With a considerable number of players in this segment, this love and response from our audience is extremely encouraging.

    ShowBox Channel is part of IN10 Media and was launched in August 2019. ShowBox is the group’s first venture in the music category with innovative positioning and programming. ShowBox is a free-to-air channel available across major distribution channels like Airtel Digital TV, TATA Sky, Dish TV, DEN, Hathway, Siti Networks and Videocon DTH, and DD Free Dish.

  • Detel becomes official gifting partner for ‘MTV Beats Turns 3 Contest’

    Detel becomes official gifting partner for ‘MTV Beats Turns 3 Contest’

    MUMBAI:  Detel, the world's most economical feature phone, TV and accessories brand is the official gifting Partner for the MTV Beats Turns 3 Contest. Celebrating its 3rd birthday with #TeenGunaFun, India’s 24*7 Hindi music channel, MTV Beats promises to bring an exciting line-up for December. The channel has announced a month-long contest for its viewers, where they can win exciting PRIZES including Detel TV, Bluetooth Speaker, Headphones and Truly Wireless Earbuds.

    MTV Beats has kickstarted its 3rd birthday celebrations with ‘31 days, 31 contests.’ To participate in the same, watch daily thematic contests that will give 3 winners a chance to win exciting prizes, every day. From Music Mojis on Mondays that will ask you to guess the songs based on emojis to Dil Sharaads on Wednesdays, that will let the viewers guess the movie from mime actions to Filmy Chakkar on Fridays, which will be all about decoding the clues to guess the movie, stay tuned to some entertaining questions that will test your filmy quotient like never before and remember, this year it’s #TeenGunaFun

    Additionally, catch the latest chartbusters setting the beat for the ultimate party, as a precious mix of Retro is sure to add to your party mood! Not only that, but the channel also brings MTV Beats Birthday Machine, a unique real-time video wish innovation for fans to send their friends and families a filmy-personalised birthday wish.

    Speaking on the same, founder and MD Yogesh Bhatia said, “We are excited to be the official gifting partner for MTV Beats turns 3 Contest. MTV Beats has become a music companion for every melody lover from all the genres and also connects the youth with its unique content.  Detel with its unique offering caters to this set of audiences, and thus this partnership will reinforce Detel's positioning amongst the youth. We look forward to the tremendous response from the viewers this year."

  • MTV Beats unveils exciting line-up for December

    MTV Beats unveils exciting line-up for December

    MUMBAI: Striding into the third year, India’s fastest growing 24*7 Hindi music channel, MTV Beats continues to hold the baton high for all things Bollywood and Music. As a one-stop-shop for the most happening Bollywood music, MTV Beats has reached approximately 500 million viewers over the last year riding on their tentpole properties and integrated campaigns. As the fastest growing Hindi music channel, MTV Beats rolls out the most fun and enjoyable party for its third anniversary in December, coupled with a unique theme and engaging activities with #TeenGunaFun.  Garners viewership share of 15% in FY’20 riding on programming and marketing innovations

    Viacom18 Head – Youth, Music, and English Entertainment Ferzad Palia commented “Playing strong on its MTV lineage, MTV Beats has consistently and successfully cemented itself as a pureplay Hindi music channel over the past 3 years. As a testament to the success of its differentiated content, MTV Beats has witnessed a 30% increase in time spent in FY’20. We have experimented with newer interactive formats that trigger higher engagement and break the monotony in a cluttered category, leading to MTV Beats being the fastest-growing channel in the category.”

    To boost up the filmy keeda, for its third birthday celebrations MTV Beats has kickstarted ‘31 days, 31 contests’ on the channel. Three winners will get a chance to win exciting prizes every day with the thematic contests ranging from Music Mojis on Mondays that will ask you to guess the songs based on emojis to Dil Sharaads on Wednesdays, that will let viewers guess the movie from decoding mime actions to Filmy Chakkar on Fridays, which will be all about deciphering the clues to guess the movie. The channel will also host a Retro themed Bollywood party, led by popular comedian and host Dr. Sanket Bhosale and the charming Bollywood singer Akasa, whose respective popular shows Baba Ki Chowki and MTV Beats Top 20 Countdown have worked wonders with the audience. As part of its marketing initiative, MTV Beats in its third birthday celebration introduced a new campaign, MTV Beats Birthday Machine, a unique real-time video wish innovation for fans to send their friends and families a filmy-personalized birthday wish.

    This year, MTV Beats upped the ante with the launch of a new show, ‘Dil Beats with Darshan Raval’, hosted by the Bollywood heartthrob himself, that offered an engaging and quirky take on millennial love. Swag on by Raftaar saw India’s most loved rapper take a stand on social issues coupled with some foot-tapping music. Dr. Sanket Bhosale continued to rule hearts in the second season of his most popular chat show Baba Ki Chowki. Revamped in a fresh avatar, Baba Ki Chowki S2 was introduced with new concepts and segments with celebrity guests like Farhan Akhtar, Priyanka Chopra, Sidharth Malhotra, Ayushmann Khuanrra and Rajkummar Rao amongst others who joined in the fun ride. MTV Beats Top 20 Countdown also made its way, hosted by Akasa, offering the top 20 chartbusters of the week along with some entertaining news from B-town.

    Not only programming innovations, but the brand also devised two intriguing brand campaigns to strengthen its consumer connect. Riding on the World Cup fervor, MTV Beats initiated a nationwide campaign #CricketMeinHaiBeat with a special anthem, Blood Mein Hai Blue that celebrated the zealous spirit of India’s most favorite sport. Not only did it fetch 35MN views on social media, but the beats also became viral with fans recreating their own renditions of the anthem on TikTok. The channel also celebrated World Music Day on 21st June with the first-ever 24-hour Facebook Live music festival, #LongLiveMusic, in collaboration with VH1 India. The event brought together 40+ distinguished artists to perform live across different genres on Facebook and garnered a reach of 28MN+ of which, for the LIVE itself, 10MN+ impressions poured in, 7MN+ video views were witnessed, and 3MN+ engagement flowed in. Naam Mein Inaam on MTV Beats was a watch and win on-air contest where viewers with common names were gratified with 2 bumper prizes daily that included getting their homes painted and a family holiday. In a span of 2 months, the contest received an overwhelming reach of 50MN viewers and fans, with over 3 lakh people participating.

  • This Independence Day, celebrate Azaadi with soulful music, only on MTV Beats

    This Independence Day, celebrate Azaadi with soulful music, only on MTV Beats

    MUMBAI: It’s the 72nd Independence Day and the nation is set to regale in the patriotic fervor yet again. But no celebration is ever possible without music. As an ode to the incredible valor of India, MTV Beats brings a day packed with diverse offerings celebrating India’s diversity and vibrance coupled with a dash of comedy.

    Here’s a rundown on the properties set to air on MTV Beats on 15th August –

    Freedom Beats                                   

    MTV Beats celebrates azaadi by playing patriotic songs under the property ‘Freedom Beats’

    INDEPENDENCE DAY MUSIC VIDEO

    On the eve of Independence day, MTV BEATS will celebrate music in a very different avatar, inviting dancers/ choreographers to make their OWN music video on our patriotic song called ‘Khushnaseeb’. This will be aired across all Social media handles.

    BEATS TOP 10

    MTV BEATS will celebrate Independent Music as the THEME under its popular property – BEATS TOP 10. Hosted by Bollywood singer Akasa, this episode will have a special guest in singer- song writer, Arjun Kanungo and will feature 10 independent songs raging the nation coupled with a fun tête-à-tête around it.

    Buddhu Banaya  – Independence Day Special

    MTV Beats’ popular property Buddhu Banaya will be a comical splash to the celebrations. The in-house VJ’s will hit the streets to play ‘Independence Day’ themed pranks on the aam aadmi.

    Paanch Ka Punch

    In this infotainment property, Akasa, the host interacts with young crowd (college, park, street) asking the next gen 5 GK questions around India. Those who are not able to answer get a punch.

  • Long Live Music: Vh1 India and MTV Beats celebrate World Music Day with the first ever 24-hour Facebook Live music festival

    Long Live Music: Vh1 India and MTV Beats celebrate World Music Day with the first ever 24-hour Facebook Live music festival

    MUMBAI: “Where words fail, music speaks”, Hans Christian Andersen’s words perfectly define the eternal importance of music that unites people across cultures and traditions. As the nation celebrates unique melodies, this World Music Day, the two pioneers of musical entertainment – Vh1 India and MTV Beats come together to present India’s first-of-its kind 24-hour online music festival. The two brands are set to accomplish this incredible feat with an initiative, #LongLiveMusic that brings together 40+ distinguished artists to perform live across different genres, on Facebook

    Starting from the midnight of June 21, Vh1 India and MTV Beats will host a reputed bunch of artists, ranging from Bollywood sensations such as Aastha Gill, Shahid Mallya, Arjun Kanungo, Aparshakti Khurana, Darshan Raval, Akasa, Amit Misra and Tony Kakkar to popular Indie musicians like Sickflip, Fuzz Culture, Su Real and Seedhe Maut, and many others, who will create a perfect blend of diverse music along with some grooving numbers. The closing act by DJ Zaeden will bring an end to the marvellous celebration of World Music Day on the midnight of 22nd June 2019.

    “Vh1 India and MTV Beats are powerhouses of music entertainment. Both brands have stayed ahead of the curve through specially curated formats and programming innovations that have successfully secured a loyal audience. As we take a giant leap ahead to celebrate our love for music, we are happy to have Facebook as a partner in accomplishing this huge feat of India’s first ever 24-hour live musical fiesta. ‘Long Live Music’ is a clutter-breaking digital initiative that aims to bring together fans of diverse music genres at one place”, said Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18.

    “For artists today, Facebook is more than a profile with a bio and a link.  It’s an extension of their authentic creative self and has come to be regarded as an essential space for artists to share their work, especially so for many independent artists. We are happy to and support media channels creating new content formats that are immersive and interactive and brings people together for their love for music” said Manish Chopra, Director and Head of Partnerships, Facebook India

    The music aficionados are in for a one-of-a-kind celebration, this World Music Day a Vh1 India and MTV Beats join hands for India’s first and longest Facebook live music gala. Tune into the official Facebook pages of Vh1 India and MTV Beats from the midnight of 21st June to be a part of the 24-hour fiesta of live performances by the extravagant artists celebrating our love for music.

    Revel in the spirit of this World Music Day as Vh1 and MTV Beats India present the longest Facebook live musical celebration.

  • MTV Beats witnesses 50% growth in viewership as it turns 2

    MTV Beats witnesses 50% growth in viewership as it turns 2

    MUMBAI: India’s fastest growing Hindi music channel MTV Beats has completed 2 years as the channel continues to top charts amongst the music enthusiasts in India. Registering a growth of 50% in only a year (2+ HSM Week 45’17 vs Week 45’18) MTV Beats’ differentiated programming and innovative integrations have led it to emerge as the one-stop shop for Bollywood music.  

    “This year, MTV Beats has doubled its growth and engaged with a captive audience that includes 50% of TV viewing universe in India*. Despite being in a highly competitive category that offers little or no variety in content, the channel stood out for its interactive formats and well-crafted concepts.  As we continue our growth strides, MTV Beats promises to be consistent in its offerings, continue the momentum and fuel up the joy that good music lends to our viewers.” Said Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18.  

    With an aim to trigger habitual viewing for Hindi music, MTV Beats constantly curated thematic playlists and varied programming offerings. The channel’s stellar property, ‘Baba Ki Chowki’ hosted by ace comedian Dr. Sanket Bhosale has garnered 250mn+ viewers with Bollywood biggies such as Salman Khan, Ranbir Kapoor, Ranveer Singh, Varun Dhawan, Alia Bhatt and Katrina Kaif doubling up the madness over 64 episodes. Further amping up the Bollywood quotient, MTV Beats has launched ‘Secret Side’, hosted by singer-performer Akasa, a show that taps into the hidden passions of celebrated musicians. Artists such as Mika Singh, Sukhwinder Singh, Papon, Shalmali Kholgade, Shaan, Benny Dayal and Kanika Kapoor have already been a part of the show and have shared their ‘Secret Side’ unabashedly. Within a span of only 3 months, the show has garnered the attention of over 66mn viewers across the country. MTV Beats also pushed the envelope with India’s 1st live request show – ‘Merawala Song’, which was launched aimed solely at engaging the channels discerning viewers.

    Taking the birthday celebrations a notch higher, MTV Beats launched – Swag Nights, a curation of 400 + Bollywood Nights across India, launched at Tamasha (Mumbai) to kickstart the #BeatsTurnsTwo celebrations, ensuring that you never run out of music and masti! The brand is also extending the celebrations to leading corporates, with mega parties in trade offices this month. Since MTV Beats appeals to those jinke blood mein hai beat, the brand has launched a blood donation drive in partnership with Indian Red Cross Society, urging consumers to support the cause.