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Tag: Roadies

  • Cashkaro’s ‘GOATies’ Ad Butts Heads with Useless Coins in Roadies-Style Spoof

    Cashkaro’s ‘GOATies’ Ad Butts Heads with Useless Coins in Roadies-Style Spoof

    MUMBAI: It’s loud, it’s bold, and it’s got a goat gunning for glory, Cashkaro’s latest campaign film is baa-rilliantly bonkers. India’s leading cashback and coupons platform has just dropped the third instalment of its tongue-in-cheek #CoinsVSCashback campaign, and this one crashes into pop culture with horns blazing. Titled ‘GOATies’, the ad spoofs the cult-favourite reality show Roadies, swapping wannabe contestants for a coin-hoarding goat that’s out to prove it’s the “Greatest Of All Time” in savings. Spoiler alert: it’s not.

    In a hilariously over-the-top audition setup, the goat struts in to face an unimpressed judge and is promptly schooled on the futility of hoarding reward coins you know, the ones that expire faster than leftovers and rarely offer real-world value. In trademark Roadies fashion, the goat’s dreams are roasted, and the message lands with a headbutt of clarity: real cashback is king the kind you can actually transfer to your bank account, courtesy of Cashkaro.

    The punchline? “Change the habit of direct online shopping pehle Cashkaro, phir shop karo.”

    This ad follows two earlier viral hits under the same campaign, one Ghibli-inspired and another laced with satire à la Latent all hammering home the same truth: coins voins are all bakwaas, real cashback is with Cashkaro.

    Speaking about the campaign, Cashkaro and Earnkaro, co-founder Swati Bhargava said, “At CashKaro, we’re committed to making online shopping genuinely rewarding. Real cashback is money in your bank not coins that expire or come with conditions. With #CoinsVSCashback, we’re not just talking about the problem we’re parodying it, challenging it, and offering a better alternative. ‘GOATies’ is a fun but clear message: if it’s not real cashback, it’s not worth it.”

    Cashkaro director of brand & creatives Ishan Agarwal added, “With GOATies, we wanted to tap into a format that’s instantly iconic and loaded with drama, just like the intense auditions of Roadies. The kind of pressure those moments created for participants we, as audiences, used to feel it too. That’s exactly the energy we wanted to recreate. Roadies is a show that has resonated with millennials, Gen Z, and even today’s younger audiences, making it the perfect creative playground for a satirical yet purposeful message. By spoofing a format so many people relate to, we’re able to connect with a wide audience and highlight the difference between flashy coin rewards and real cashback and use it to drive home a real truth about how online rewards are being diluted by gimmicks. This ad is satire with a purpose to educate users while entertaining them. As the third film in our #CoinsVSCashback campaign, it reinforces CashKaro’s identity as the true GOAT of Cashback.”

    Created entirely in-house, the GOATies film is a clever cocktail of pop culture, parody, and purchase wisdom. And while the goat may not win the crown, CashKaro certainly takes the throne as the GOAT of cashback.

     

  • Bombay Shaving Company ropes in Rannvijay Singha as the face of its trimmer range

    Bombay Shaving Company ropes in Rannvijay Singha as the face of its trimmer range

    Mumbai: Bombay Shaving Company (BSC) has signed Rannvijay Singha in an exclusive endorsement deal. The grooming brand has also introduced a video-led campaign, “Take It From The Experts.” The campaign video was directed and executed by Bandstand Entertainment.

    Singha will be the face and spokesperson of Bombay Shaving Company’s latest range of trimmer products starting this month. The announcement comes right on the heels of the company’s lucrative association with the Mumbai Indians earlier this year. It clearly demonstrates the brand’s intent to go all-in to revolutionise men’s grooming in the country.

    The engagement with Rannvijay kickstarts with an exciting and irreverent marketing campaign for BSC’s latest range of men’s trimmers. In the video-led campaign, confidently titled “Take It From The Experts,” Rannvijay will be seen enabling and urging the youth to make better grooming choices by trusting the expertise of Bombay Shaving Company instead of falling for the gimmicks of non-core grooming brands operating in the category.

    Speaking of his association with the brand, Rannvijay said, “Thanks to the nature of my work, I’ve had the good fortune of spending a lot of time with the youth of this country. I’ve seen firsthand how confidence changes lives for many. A lot of that self-confidence is derived from looking and feeling good. That’s why they deserve grooming solutions driven by expertise. I’ve been an avid user of Bombay Shaving Company’s trimmers for some time and can personally vouch for the thought and attention to detail that goes into their products. It’s a pleasure and privilege to be associated with them.”

    Commenting on the partnership, Bombay Shaving Company chief operating officer Deepak Gupta added, “We have an extremely optimistic outlook on the trimmer category per se, and are superbly placed in terms of product innovation and equity to serve it well. Starting September, and in the following months, we’re poised to scale to three times our current volumes, and seriously challenge current incumbents. More substantially, we believe that unwanted hair removal creates the biggest delta in the perception of self-image and appearance, and we are committed to becoming the brand of choice whenever a 15-year-old is ready for his first shave or trim. The association with Rannvijay – someone an entire generation looks up to – becomes even more meaningful from this perspective.”

    “Very few understand the hopes and aspirations of a young generation of men better than Rannvijay. We are delighted to have him on board not only as the face of the trimmer range, but perhaps even as a guide and inspiration for our activities to come. We are going to market with a range of trimmers that score high on design, performance, value, and other nuanced features based on deep learning as grooming experts. We’re confident Rannvijay will convey our proposition with substance and impact to over two crore Indians across metros and non-metros in the months to come,” said Bombay Shaving Company vice president of marketing Laalit Lobo.

    Elaborating on creative execution, Bombay Shaving Campaign creative director Broti Roychoudhury commented, “The problem statement was clear. Trimmers as a category demand a grooming expert’s presence and voice. “Take It From The Experts” makes the point with clarity, conviction and chutzpah, i.e., palatable to a younger (gen Z and millennial) audience. The tone and treatment is deliberately eclectic and quirky, which distinguishes it from regular category codes, with clear impact moments that viewers will recall. And I’m so happy that Rannvijay hopped on without hesitation and added his own unique flavour to the campaign. Now we’re all set to deploy it in many interesting ways across online and offline channels.”

  • Creating content for ‘FullyFaltoo’ is creatively liberating: Anshul Ailawadi

    Creating content for ‘FullyFaltoo’ is creatively liberating: Anshul Ailawadi

    Mumbai: Viacom18’s youth, music and English entertainment (YME) cluster which operates the channels MTV, MTV Beats, Comedy Central, Colors Infinity and Vh1, has added two more brands to its roster including short video destination and NFT marketplace ‘FullyFaltoo’ and its music division ‘KaanPhod.’

    The cluster garnered 9.8 billion impressions across its TV and social media platforms and its sports content clocked a watch time of 80 million viewing minutes in 2021. The 2021-22 season of La Liga garnered a cumulative reach of 14 million which is more than the reach of UEFA Champions League. NBA, broadcast on MTV and Vh1, saw almost 50 per cent of its audiences coming from rural markets. Viacom18 is planning to launch a full-fledged sports channel that brings to question whether sports content will remain on MTV.

    The YME network is bringing a fresh season of “MTV Roadies” this time held in South Africa and the second season of its music reality show “MTV Hustle.” Comedy Central has added seven new English shows that have never been viewed in India to its programming. The cluster also announced the launch of a new IP called “The Inventor’s Challenge” on the English entertainment channel Colors Infinity. The production of the show is underway.

    Spearheading the expansion of the cluster brands on digital and its fresh content slate is Viacom18 head – YME cluster Anshul Ailawadi. He spoke to IndianTelevision.com on his outlook on sports, English entertainment, NFT, and entering the music IP business.

    On relaunching the FullyFaltoo brand

    FullyFaltoo is one of our very own brands that we’re reviving. The thing about MTV is that people are used to seeing a certain kind of content and perspective on MTV. We may or may not always do that with FullyFaltoo. It is creatively liberating to have a different platform. You have some recall but not too much baggage. The team can push the envelope in a way that they might not have necessarily been able to do for MTV. That’s because you’re creating on a clean slate.

    For young people, narratives can vary and you can tell a story in 30 seconds, three minutes, or eight minutes. Fully Faltoo is our attempt at that. It is basically digital-only fun content. The content will be available across all video platforms whether it is YouTube, Facebook, or our own OTT Voot and Jio. We have over a dozen shows in the pipeline and in the coming months, you’ll see us drop at least three to four episodes per week on FullyFaltoo.

    The team behind FullyFaltoo is a mix of people who’ve been working for the cluster for some time now and some new folks who’ve joined. We have a programming team for channels, a creative team that works on promos and short-form etc, and a content team. These teams are working together to create the output.

    On the learnings from FullyFaltooNFT drop

    Our first drop with 3000+ pieces was sold out in 36 hours. The onboarding process was fairly simple. Our partner GuardianLink built the entire tech stack and managed the payments. We only allowed settlement in fiat currencies and didn’t accept crypto otherwise the pricing would have been very different.

    No one has seen how the NFT space will grow so I wouldn’t dismiss its revenue potential. I think that can change very quickly. If I told you ten years ago that someone would make a living out of creating videos, you’d be sceptical. 

    From a brand engagement perspective, we can do something special only for those fans who own our NFTs. An experience that money can’t buy. That would add value to our own properties whether it is “Roadies” or “Splitsvilla.”

    We’re planning our next drop-in for three to four months only because there’s so much for us to learn as well. The learnings from the first drop were interesting. It will help us innovate further. The timeline for the next drop can change by the way.

    On launching music division KaanPhod

    The brief to the team is any music that you think should be heard. There are no limitations in terms of genre. The first season of “Open Mic” will feature ten artists, ten music videos and 25 songs. It’s an interesting mix of Bollywood-style music, folk music, hip-hop etc.

    We’re tying up with certain partners to monetise the IP who will aid our conversations with streaming platforms. The IPs will also be monetised on social platforms such as YouTube and Facebook as well as our TV channels. We keep getting brands on MTV Beats but with our original IP we’ll try getting a brand to sponsor the music video opening up another avenue for monetisation. 

    On the insight driving youth, music and English entertainment cluster

    We conducted a lot of research post-pandemic which showed that people are looking forward to escaping into a new reality. This insight might mean different things to different people; however, our interpretation was that people wanted to experience a better version of the world that they currently reside in. Going forward, the revamp of our shows such as “Roadies,” “MTV Hustle” and the positioning of our brand will be aligned with this insight so that the viewers’ escapist tendencies are satisfied. 

    On reinvigorating the English entertainment genre

    The NTO impacted the distribution landscape for the English entertainment genre. In India, there is an opportunity for people who want to consume English content on TV. It is a medium that has very different friction because you have the opportunity to curate content. That’s a huge need gap and I think brands like Colors Infinity and Comedy Central are helping drive the curation story. I do think there should be more original English content on TV. The combination of Indian English content on OTT platforms and on English channels is a very robust conversation.

    On creating original shows for English entertainment

    In the past, we’ve done shows like “The Stage” and “Bffs” with Vogue, but “The Inventor Challenge” is a unique initiative in the English entertainment space.  We have just launched the call for entries and the production of the show is underway so I can’t share more about that right now. It has been a really steep learning curve for us and a lot depends on the kind of inventors we are able to get on board. The team is working day and night to ensure the show is a success.

    “The Inventor’s Challenge” is based on an international IP called “Everyday Edisons” that we’re adapting for Indian audiences. It is a little bit different. The show is about the journey of a young inventor who conceptualises an idea and takes it to prototype.

    On whether sports content will find a permanent home at MTV

    In some form, sports and sports-related content will be available on MTV. Though, we have to be careful about one thing. For us, properties that we picked up on MTV were strategically scheduled for the morning or late evening because our free commercial time (FCT) is very critical for us. MTV is not becoming a sports-only channel since our network will also launch a dedicated sports offering.

    It is interesting that 50 per cent of audiences for the NBA came from rural markets giving it a chance to be sampled by so many more homes. Emerging sports may be interesting to audiences in tiers 2, 3 provided that you do two things. One is making them less intimidating and the second is localising the language format. That means creating clarity on what the sport is, its rules, and sparking general interest. The second thing that we did was telecast NBA on MTV in Hindi which is something that nobody else has done.

    This period will be an inflection point for non-cricket sports across the length and breadth of India. It’s already happening and you’ll see that kids’ interest in sports like football is growing at a much faster clip than maybe even cricket. When you look at conventional ratings, you’ll see that in terms of absolute ratings there is a difference between cricket and emerging sports but in terms of growth, the latter is growing much faster.

  • The market for NFTs cannot be restricted by demographics: Anshul Ailawadi

    The market for NFTs cannot be restricted by demographics: Anshul Ailawadi

    Mumbai:  Viacom18 YME (Youth, Music, and English Entertainment) cluster stepped into the fast-emerging NFT-verse in January with the extension of its ‘FullyFaltoo’ franchise that went on from being a show on MTV and a brand solutions studio, to now an NFT marketplace that will launch its diverse range of digital collectibles. These exclusive collectibles will also have creations inspired by pop culture properties like ‘Roadies’ and ‘Bakra’.

    “The move was spurred by the thought that we have a really rich legacy of edgy and unique artwork that has played a key part in the life of most of our consumers. Taking this association a step further, how can we give them a chance to own it?” says Viacom18 head- youth, music, and English entertainment Anshul Ailawadi.

    The marketplace fullyfaltoonft.com is powered and facilitated by NFT ecosystem technology framework GuardianLink.io.

    Commenting on the partnership as well as the relevance of NFTs for iconic youth brands like MTV, Vh1, and Comedy Central in India, GuardianLink.io co-founder, and chairman Keyur Patel shares, “MTV resonates with GenZ at all three levels – brand, art, and emotions. With its understanding of the youth and a great legacy of popular art, MTV is poised for success in the NFTverse. I see this as the coming together of some of the most interesting creative assets by an interesting brand in an interesting space!”

    ‘NFT’ what?

    Non Fungible Token (NFT), essentially blockchain-certified digital art, is a rare, and unique asset deemed as a ‘collectible’. It appreciates over time in value as it is traded or auctioned.

    The technology involves three aspects. First is the basic tech that can be scaled to facilitate global participation in the NFT auction. Secondly, so as to make the process more inclusive, multiple payment gateways like credit/debit cards, UPI, and crypto are to be enabled. The third and specific aspect is that of ensuring the security of minting, transferring, and storing NFTs. This secures the NFTs against theft and forgery. Guardian’s high-impact NFTs are protected by its Anti.RIP technology and legitimacy protocol explained Patel.

    Just the way all talk about ‘Non Fungible Tokens’ starts with demystifying this apparently loaded term, Viacom18’s campaign around its NFT debut, too, begins with educating the audience about the basics.  

    “Aimed at both the brand loyalists as well as fence-sitters, our communication has a lot of explanatory stuff around what are NFTs, and how to engage with/trade them. Basically, the first phase of the campaign will be more about ‘trust building’, whereas, the subsequent phases will delve into technicalities like the risks and opportunities involved,” says Ailawadi.

    Even though heavily focused online, there’s also an on-air component to the promotions. Additionally, Viacom18 is targeting online spaces and communities such as Reddit and Discord that have audiences engaging in lively conversations around NFTs.

    Takers all across

    Ailawadi believes that the crypto revolution is spread across the country, and the market for NFTs, therefore, cannot be restricted by demographics. “We are clear about the fact that our brand loyalists will be the first set of adopters. They are present all over India, in the metros as well as in towns like Kochi and Chandigarh that are not tier1. ‘Fence sitters’ who understand that there is a legitimate offering backed by an iconic brand out there, will come next.” he asserts.

    Needless to say, the audience for NFT has a younger skew. However, refraining from generalising, Ailawadi adds, “there are risks associated with NFTs, so people who either do not understand or do not have an appetite for them should think before engaging with them.”

    While the digital natives have had a predominantly virtual mode of expression, interaction, and existence at large, when it comes to NFTs, the question that’s being asked is whether they would also like to own something unique virtually?   

    In this regard, Patel shares an insight stemming from the origins of the phenomenon. “Basically, NFTs got their momentum from the GenZ gamers who collect goods in the virtual space through in-game purchases. With the coming of NFTs, they realised that they can now have authentic stuff for their game that can not only be bought and stored but is also tradable. That’s when this whole thing picked up.”

    Why NFTs

    Non Fungible Tokens became a phenomenon last year when the digital artist known as Beeple sold an NFT of his art for $69million through an auction at Christie’s. That was the defining moment for the world of digital art. NFTs could make brands and celebs.

    What was yesterday just another digital fad for the uninitiated, is today a rare collectible for the loyalists and buffs, and it has the potential of evolving into a ‘utility’ or ‘asset’, sooner than anticipated. Giving an analogy, Patel observes that NFTs will be in the same space as a 140-character tweet which fetches nearly Rs four million today.

    Commenting further on the current and future value of NFTs, Aliwadi remarks, “Many of us had a predilection for collectibles like postal stamps, coins, or tazos in our younger days. While we always had the chance to collect and trade, the opportunity to authenticate and showcase them was limited. Collecting NFTs is the digital equivalent of philately or numismatic, which takes care of these two pain points as well. NFTs can be authenticated by virtue of having a digital signature, and once you are on a marketplace or prominently displaying them on social media platforms, the world will surely notice.”

    That’s about the current value of NFTs, but going forward the possibilities are enormous. “Imagine having a chance to attend MTV Supersonic backstage with an MTV NFT. That’s some time away though! We’ll eventually be there,” reckons Ailawadi. 

  • MTV to premiere 17th season of Roadies on 15 Feb

    MTV to premiere 17th season of Roadies on 15 Feb

    MUMBAI: Thrill – Check, Passion – Check, Adrenaline – Check; the most remarkable adventure of your life is about to begin. India’s longest running reality show is back with yet another milestone in its 17th season. With an aim to trigger social impact OPPO Roadies Revolution co-powered by Castrol Power 1, Alo Frut Juice and Manforce is here to hunt young and determined individuals who have it in them to be the force of change. Starting 15 February, every Saturday, 7PM onwards on MTV, Roadies Revolution will celebrate the undying zeal of a Roadie coupled with their willingness to inflict tangible progress in society.

    Commenting on the launch of Roadies Revolution Viacom18 Voot Select, Youth, Music & English Entertainment head Ferzad Palia said: “Over the past 16 years, Roadies has transformed into a cult, transcending from just television to a broadcast+ ecosystem. The last season of the show witnessed a 37% jump in TSV, 55% growth in watch-time on Voot and clocked 40 mn views of its Voot exclusive content, reinforcing its fandom. On social media, the reach for Roadies Real Heroes doubled last year. We have also licensed the franchise to open Café Roadies in Noida and Club Roadies in Jaipur last year, adding scale to the ecosystem. For MTV Roadies Revolution, we are happy to have OPPO on board as our title sponsor, Castrol Power 1, Alo Frut Juice and Manforce as our co- powered by sponsors. Big Muscle Nutrition joins in as our nutrition partner and Envy as an associate sponsor, as we go on the road with JAWA, fueling yet another journey of this iconic show.”

    Led by an epic panel of celebrity leaders, Neha Dhupia, Nikhil Chinappa, Raftaar and Prince Narula, along with host Rannvijay Singha, Roadies Revolution will touch upon several social causes through its journey and encourage contestants to give back to society and work towards its betterment. While Neha Dhupia will be echoing the cause of women’s safety, Raftaar will raise his voice against gender discrimination. Climate change will find a much-needed advocate in Nikhil Chinappa and youth icon Prince Narula will take a stand against the alarming effects of drug abuse. Each of the leaders will champion a social cause close to their heart and create a revolution, but in the quintessential Roadie way. With a perfect blend of adventure, thrill and a grand comeback with bikes this time, the issues highlighted this season will be reflected in the tasks and challenges performed during the journey.

    OPPO India product & marketing VP Sumit Walia said: “As a brand that keeps young consumers at the heart of our business, we have always aimed at forging partnerships that resonate with our customers. OPPO believes in pushing the boundaries of innovation to exceed customers’ expectations, much like MTV Roadies, pushing its participants to bring out the best in them. We strongly believe that this symbiotic partnership will help us develop a stronger connect with the youth. We wish MTV and the participants of the show a tremendous success.”

    The ultimate youth icon, Rannvijay Singha expressed his excitement for Roadies Revolution, “Bringing the 17th season of a show that has been a defining experience for me is surreal. With powerful themes and innovative concepts, Roadies has continued to stay relevant amongst the audience. This year, Roadies Revolution takes a bigger leap in directing the youngsters to commit themselves for greater good. We are glad to take this phenomenon ahead and hold the baton high to create a change, together with the youth.”

    The auditions for Roadies Revolution saw an overwhelming response with thousands of fans showcasing their zest to be a Roadie. In addition to Delhi, Pune and Chandigarh, Roadies made a comeback to Kolkata after 2 years to hunt for youngsters in the city who have it in them to stand out. Celebrating the theme of propelling social good, MTV tied up with Chelsea India and Magic Bus Foundation for a friendly football match in Kolkata to inculcate the need of fitness and sports amongst children. Celebrity leaders Neha Dhupia and Nikhil Chinappa along with Rannvijay Singha also led a troupe of 25 bikers in Pune to echo the cause of road safety before wrapping up the auditions in style.

    Every year, Roadies takes the viewers on a breathtaking journey through the scenic landscapes of India. It will be interesting to see where the troop would be headed to this year.

    Tune-in to the adventure extravaganza with OPPO MTV Roadies Revolution co-powered by Castrol Power 1, Alo Frut Juice and Manforce starting 15 February, every Saturday at 7PM only on MTV.

  • Bringing alive the adventure of Roadies, Viacom18 Consumer Products and Work With Fun launches ‘Café Roadies’

    Bringing alive the adventure of Roadies, Viacom18 Consumer Products and Work With Fun launches ‘Café Roadies’

    MUMBAI: Celebrating the robust legacy of one of India’s longest-running reality shows, Viacom18 Consumer Products in association with ‘Work With Fun’ announced the launch of ‘Café Roadies’ in Noida today. The café will be a social pad for those who take inspiration from the road less travelled while they unwind over hearty meals and drinks with their troupe.  

    As one of the most innovative and experiential additions to the ever-burgeoning spirit of the cafe culture in India, Café Roadies is infused with the never say die 'Roadies Attitude'. Capturing the essence of youthfulness and vibrancy, reawakening their passion and rekindling their youth, with the idea of making customers feel liberated, while simultaneously aspiring them to live on one’s own terms, Café Roadies intends to be their solace and give them a memorable experience, that stands for all things travel and adventure.

    Commenting on the launch of Café Roadies, Mahesh Shetty, Head- Network Sales, Viacom18, said, “At Viacom18, we believe in creating a relationship with our consumers across multiple touch-points. Our Consumer Products business therefore, works towards bringing alive content and the spirit they embody. Roadies is one of our network’s longest running shows and has a cult of its own, making it a perfect fit for extending into a lifestyle franchise. After launching Roadies range of apparels, accessories and well-being products, we are happy to partner with ‘Work With Fun’ to bring an out of TV Roadies experience to Noida and will soon expand into other markets.”

    Speaking on the association, Neeraj Singhal and Ankit Gupta from Work With Fun, “Café Roadies will be the avant-garde of community and food spaces in Delhi, and across India. We have tried to articulate a place that brings adventure irrespective of their unique tastes, a feature that is evident in the menu and the name itself. It stands to serve people who love the idea of community and togetherness. We wanted to create a space that is synonymous with comfort, for an audience that prefers spending time with their loved ones or in groups and are looking to enhance their everyday experiences like Roadies. Café Roadies welcomes the audience, who have an extraordinary sense of recreation, to indulge in an ambient setting."

    The rugged Roadies environment with its ritualistic activities and striking interiors will bring alive a larger than life essence to the café. To incorporate the feeling of live experiences, the café will showcase theme-based insights, entertainment via Roadies inspired events, task zones, and activities, making it a go-to place for Roadies enthusiasts. The café will also dedicate a small section to display official Roadies merchandise.

    The cafe will present an enviable selection of delectable dishes and refreshing drinks. The menu is segregated in the quintessential Roadies style. Starting from Short Cut to Hell-th (soups) it includes more choices such as Survival of the Fittest (salads), Real Hero Waale Pakode, The Deadly Sins (Desserts) like Desi Cheesecake (Pan Cheesecake), Gulab Jamun with a Twist (chocolate Gulab Jamun). The café’s range of cocktails makes it distinct, constituting from the different attributes of Roadies Contestants such as The LIIT Roadie (special choice of LIITs; Wild Card, From the eat etc) , The Desi Roadie (an assortment of cocktails that include Cutting Peg, Drinks from the Fields) The Brave Roadie, The Mighty Roadie,  to name a few.

  • MTV captivates Roadies’ fans with a thrilling stunt on a billboard

    MTV captivates Roadies’ fans with a thrilling stunt on a billboard

    MUMBAI: India’s No.1 Youth Brand, MTV continues to be the frontrunner in the category and has upped the ante with India’s first ever stunt on a   billboard which was created on Saturday, 9th February. Setting a perfect parallel, the live billboard, conceptualized by MTV and executed by Zenith was placed at a thrilling height of 35 ft. in Chitrakoot in Andheri, Mumbai.

    Continuing its leadership in ground-breaking consumer-engagement initiatives, MTV provided a unique, one-of-its-kind experiential activity to the Roadies fanatics with a popular task, inspired from the fifth season of the iconic franchise. The billboard gathered a humongous crowd of fans who were pumped to be given a chance to accomplish the task live and compete head on. The very first to be elevated on the staggering height and compete were actors and reality show stars, Divya Agarwal and ex- Roadie, Varun Sood, who will also be seen in the journey of Roadies Real Heroes on MTV’s digital platform.

    Commenting on the successful execution of the live billboard task, Navin Shenoy, Marketing Head –Youth, Music & English Entertainment, Viacom18 said, “Roadies epitomizes fierce competition and audacious challenges for thrill seekers. So, we owe it to the fans to add to the thrill factor on Roadies year on year. The team cracked a really audacious idea- an iconic Roadies task performed live on a billboard. It’s definitely a first in India. We are committed to maintaining our innovative, disruptive streak as brand MTV.”

    The breathtaking live billboard stunt was a complete breakthrough in re-defining the passion and boldness that Roadies espouses for. The 16th season of Droom.in MTV Roadies Real Heroes powered by Oppo and co-powered by Frankfinn Institute of Air Hostess Training and Woodland is up for a lot more action and quirky stunts with the auditions episode on every Sunday, 7PM only on MTV.

  • Viacom18 cracks down on counterfeit merchandise

    Viacom18 cracks down on counterfeit merchandise

    MUMBAI: In its bid to counter the growing menace of counterfeit merchandise, Viacom18 Media Pvt. Ltd. had undertaken an investigation that led to a raid in Mumbai’s market Abdul Rehman Street.

    Viacom18 Media is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform and multicultural brand experiences. A JV of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties.

    Viacom raided two stores — Shubham Return Gifts and Eliperi Stationery, which were found to be selling counterfeit Dora the Explorer products.  

    The stores were raided by a team comprising court receivers of the Bombay High Court and representatives of Viacom18. The owners of the stores will be summoned to court to identify the source and locations of the manufacturers of these seized goods.

    "We see this as an essential step towards ensuring that our characters are not represented on inferior, unlicensed products – which may pose health and safety risks. We are extremely grateful for the cooperation of the judiciary and the police who have executed the appropriate legal action to protect our intellectual property and to prevent inferior, and potentially dangerous products from being sold to unsuspecting consumers. " said a spokesperson on behalf of Viacom18.

    Viacom18 owns iconic brands such as Colors, Roadies and Supersonic and characters such as Keymon Ache, Shiva, characters of Pakdam Pakdai and is also the exclusive licensee for iconic characters and brands such as Peppa Pig, Motu Patlu, Spongebob Square Pants, Teenage Mutant Ninja Turtles, Ninja Hattori, Peanuts and Shaun the Sheep amongst many more.

    Also Read :-

    Nick Jr to premiere 'Peppa Pig' show in India  

    'Motu Patlu- King of Kings' is Viacom18’s calculated risk

    Viacom18 to launch exclusive Jungle Book Merchandise in India

    BE Viacom18 gets John Abraham to promote Arunachal tourism

  • Kaash a movie on AurDikhao

    Kaash a movie on AurDikhao

    MUMBAI: How many times have we experienced a moment of realisation but have not voiced our opinions due to various reasons? How often have we hoped for different scenarios for various situations? Director Kartik Iyer, associate director Mayank Pushpam Singh and producer and content head Aditya Bhat have come together to launch a short film titled Kaash.

    Starring Ayaz Ahmed, the popular face from Roadies and Jai Santoshi Maa, as a young man named Vikas Verma, who is unconfirmed about his life, his escapades and his fantasies. The movie focusses on men who are nonchalant about their MCP (male chauvinist pig) or frivolous attitude.

    With no brands on board, the movie is already available on the YouTube channel AurDikhao. Targeted at the TV audience as well, this video brings out the perspective of every narrow minded man who has been brought up to believe that men are superior to women.

    “The concept is very much prevalent in society and is out there to be seen. However, we thought of a different take on it by inducing a feeling of Kaash, a moment of realization which every individual might feel but due to whatever reasons, but, just does not voice his/her opinion”, says writer and associate director of the film Mayank Singh.

    The black and white film has a seven and a half minute run. Shot a flat in a day to give the feel of the home of a bachelor with Vikas`s income, the editing took two weeks’ time. With a team of six, the entire movie has been shot using Canon EOS 5D Mark 3 cameras.
    “We believe that short films are a medium to showcase ones talent in the most unique way because you have time constraints yet you depict an entire story of an individual or a subject. We should encourage such talent and help them show the light of day. It also helps in expression of one`s opinion about societal undercurrents”, says Singh.

    The team is also thinking about sending the film to various film festivals and has various themes and concepts lined up for the month with multiple Bollywood and TV celebrities. Other projects are in the pipeline with Harshwardhan Rane, Rajit Kapoor, Mawra Hoccnane, Hanif Hilal, etc.

  • Kaash a movie on AurDikhao

    Kaash a movie on AurDikhao

    MUMBAI: How many times have we experienced a moment of realisation but have not voiced our opinions due to various reasons? How often have we hoped for different scenarios for various situations? Director Kartik Iyer, associate director Mayank Pushpam Singh and producer and content head Aditya Bhat have come together to launch a short film titled Kaash.

    Starring Ayaz Ahmed, the popular face from Roadies and Jai Santoshi Maa, as a young man named Vikas Verma, who is unconfirmed about his life, his escapades and his fantasies. The movie focusses on men who are nonchalant about their MCP (male chauvinist pig) or frivolous attitude.

    With no brands on board, the movie is already available on the YouTube channel AurDikhao. Targeted at the TV audience as well, this video brings out the perspective of every narrow minded man who has been brought up to believe that men are superior to women.

    “The concept is very much prevalent in society and is out there to be seen. However, we thought of a different take on it by inducing a feeling of Kaash, a moment of realization which every individual might feel but due to whatever reasons, but, just does not voice his/her opinion”, says writer and associate director of the film Mayank Singh.

    The black and white film has a seven and a half minute run. Shot a flat in a day to give the feel of the home of a bachelor with Vikas`s income, the editing took two weeks’ time. With a team of six, the entire movie has been shot using Canon EOS 5D Mark 3 cameras.
    “We believe that short films are a medium to showcase ones talent in the most unique way because you have time constraints yet you depict an entire story of an individual or a subject. We should encourage such talent and help them show the light of day. It also helps in expression of one`s opinion about societal undercurrents”, says Singh.

    The team is also thinking about sending the film to various film festivals and has various themes and concepts lined up for the month with multiple Bollywood and TV celebrities. Other projects are in the pipeline with Harshwardhan Rane, Rajit Kapoor, Mawra Hoccnane, Hanif Hilal, etc.