MUMBAI: When thunder strikes twice, it only gets louder. Thums Up and Hero Motocorp are back with Thunderwheels 2.0, a high-octane sequel to last year’s blockbuster partnership, this time giving young India the chance to ride off on the all-new Hero xtreme 250R.
The campaign fuses Thums Up’s legendary ‘Toofani’ spirit with Hero’s engineering prowess, serving up a motorcycle that embodies individuality, power, and raw thrill. The Xtreme 250R, a premium 250cc streetfighter, is built for riders who live life on the edge, just like the cola brand’s daredevil persona.
The hook? “Dum hai toh scan kar.” Special-edition Thums Up packs now feature QR codes that unlock the chance to win the Xtreme 250R, along with a series of energetic, action-packed experiences.
Hero Motocorp, head of marketing – India BU, Aashish Midha said: “The phenomenal response to Thunderwheels last year reaffirmed how deeply this connects with the new generation of riders. With the Xtreme 250R, we’re delivering a machine designed for those who ride with intent: agile, powerful, and stylish.”
Coca-cola India, category head – Sparkling Flavors, Sumeli Chatterjee added: “Every Thums Up experience is built to fuel adrenaline. Thunderwheels 2.0, with Hero’s xtreme 250R, is all about engaging thrill seekers and inspiring them to be unstoppable in their dreams.”
The campaign will thunder across screens and feeds with a full-blown 360 rollout, from TV and digital films to influencer activations and artist collaborations, celebrating the spirit of bold self-expression.
With Thunderwheels 2.0, Hero and Thums Up aren’t just selling a bike or a bottle, they’re bottling the rush of adventure, daring India’s youth to taste the thunder and ride the storm.
MUMBAI: When Shah Rukh Khan and Jagapathi Babu lock horns, you expect fireworks this time, the spark came from a plate of biryani and a bottle of Thums Up. Thums Up, Coca-cola India’s billion-dollar blockbuster, has dropped its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, directed by Karthik Subbaraj and fronted by Bollywood royalty SRK alongside Telugu powerhouse Jagapathi Babu. The TVC starts with a tense face-off that quickly dissolves into a toofani moment once biryani and the fizzy cola arrive, elevating the meal into a cultural ritual.
Over the last three years, Thums Up has steadily claimed biryani as its gastronomic soulmate turning what was once an instinctive pairing into what the brand calls a “social currency.” From the Toofani Biryani Hunt in 2023 to today’s cinematic campaign, the message has stayed consistent: biryani isn’t meant to be rushed. Keep aside the spoon, silence the phone, and savour every grain with one hand on the biryani and the other wrapped around a chilled Thums Up.
With SRK quipping about the endless Hyderabadi vs Lucknowi vs Kolkata biryani debates (“but what’s undisputed is the way we enjoy it”), and Jagapathi Babu emphasising biryani as a tradition best enjoyed slow, the campaign doubles down on indulgence over interruption. Backed by Coca-cola India’s integrated roll-out across TV, digital, social and on-ground activations, the campaign will also hand fans exclusive biryani vouchers, extending the ritual from screen to plate.
As Coca-Cola category head India and Southwest Asia for sparkling flavours Sumeli Chatterjee puts it, Thums Up isn’t just adding fizz to biryani; it’s turning the meal into a “moment people want to share, repeat and make their own.” And with star power, spice, and a thunderous taste, the toofani pairing looks set to remain India’s most flavourful ritual.
MUMBAI: Rohan Prashar has been elevated to senior director, digital lead at The Coca-Cola Company India, marking a significant new chapter in his three-year journey with the beverage giant.
Having joined Coca-Cola in 2022, Prashar reflected on his early days with a nod to the brand’s ethos: “Joining Coke was one of the best decisions I’ve ever made — real magic, indeed.”
In his new role, Prashar will continue to shape Coca-Cola’s digital transformation narrative, bringing nearly two decades of experience across media, product management, corporate branding and communications.
He credited leaders like Arnab Roy, Sumeli Chatterjee, Greishma Singh, and Shantanu Gangane for their vision and mentorship, and gave a shout-out to his core team — including Akhtar Ali Anjum, Joy Pal, Srijan Virmani, Sharanya Swain, Venkat Prasun, and Shruti Soni, along with agency partner WPP, calling them “the best team I could ever ask for.”
Before Coca-Cola, Prashar spent a decade at Asian Paints, following stints at Madison World and the Goa Institute of Management (GIM). With experience across media agencies, networks, and brand custodians, he believes strongly in the changing dynamics of media consumption and its shift towards user empowerment.
Beyond the boardroom, he frequently shares his insights on integrated marketing communications and media planning with B-school students, championing the evolving role of MBAs in creative industries.
From paint to pop, Prashar continues to fizz with purpose, ready to lead digital strategy with the same energy as his first day at Coke.
Mumbai: Thums Up, a homegrown beverage brand from The Coca-Cola Company, has announced Toofani Biryani Hunt season two. A sequel to the successful first, this new chapter seeks to rekindle the taste for the perfect biryani pairing. With celebrity chef Ranveer Brar back at the helm, the upcoming edition is all set to deliver an exceptional culinary adventure.
Conceptualised and created by Disney+ Hotstar CreativeWorks, join the Thums Up Toofani Biryani Hunt season two as the esteemed chef Ranveer Brar explores seven diverse regions — Hyderabad, Bangalore, Visakhapatnam, Lucknow, Delhi, Mumbai, and Kolkata — to understand the toofani origin of each biryani. Through its one-of-kind storytelling, the hunt brings alive the untold stories of 21 of the hottest biryani makers in the country with the chef uncovering the inspiration behind each hotspot. The indomitable combination of Thums Up, Biryani and Chef Brar aims to settle the age-old question of “Kaunsi Biryani hai Sabse Toofani?”
Commenting on season two of Toofani Biryani Hunt, The Coca-Cola Company category head, sparkling flavours, India & Southwest Asia Sumeli Chatterjee said, “We’re excited to present ‘Thums Up Toofani Biryani Hunt Season 2,’ in partnership with Disney+ Hotstar, serving up a sizzling flavour expedition on screen. This season, we celebrate the crisp chill of Thums Up paired with a steaming plate of rich, smoky biryani. With Chef Ranveer Brar bringing his exceptional talent back on board, the journey is set to be more delicious than ever as we uncover the best of biryani from seven diverse regions across India.”
On his exciting collaboration with the brand, celebrity chef Ranveer Brar said, “Biryani is not just a dish; it’s a journey through time and taste, rich with history and fragrant with tradition. I am elated to return for another season of the Thums Up Toofani Biryani Hunt, as we uncover the history, legacy and bold flavours of biryani from various regions in India. Each episode is an adventure—seeking out the best biryani spots, learning their stories, and savoring the bold flavors that make this dish so beloved.”
Speaking about the show, Disney+ Hotstar head of ads Dhruv Dhawan added, “At Disney+ Hotstar’s CreativeWorks, we continue to leverage the power of storytelling and solve the complex marketing needs of advertisers who want to forge meaningful connections with their audiences. Thums Up Toofani Biryani Hunt season 1 resonated well with our audiences and we are excited to bring in another season which exemplifies how we combine creativity and cultural relevance to craft memorable experiences. With season 2, we’re taking this journey with Thums Up to new heights, exploring the rich flavors and traditions that make biryani a dish close to every Indian’s heart.”
Thums Up Toofani Biryani Hunt season two is set to kick off with the pilot episode on 28 August 2024. This season promises a feast for the senses, the local pride for their culinary best and biryani fans across regions vouching that their biryani is most toofani.
Mumbai: Thums Up, the homegrown billion-dollar beverage brand under The Coca-Cola Company, is thrilled to announce its new campaign, ‘Utha Thums Up, Jagaa Toofan’ for the upcoming Paris 2024 Olympic and Paralympic Games. The campaign is based on a simple but powerful idea: the motivating effect of a ‘thumbs up’ on athletes which encourages them to give their best performance. Our athletes are dynamic ‘toofans’ themselves, they inspire the nation to trust in their inner strength. But a champion is not made overnight. Every time an athlete deals with a setback or feels a moment of hesitation, a simple thumbs-up from their supporters, coach, friends, and family helps them regain confidence and keep pursuing victory – and this is precisely the essence of the campaign.
As part of The Coca-Cola Company’s enduring partnership with global sports events, Thums Up has been committed as the official global partner for the 2024 Olympic and Paralympic Games. Thums Up has consistently and continuously cheered for the perseverance, courage, and determination of both able-bodied and para-athletes who showcase India’s talent on the world stage. Featuring Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, the campaign film illustrates a series of compelling narratives and visual storytelling, showcasing real-life moments where athletes relive the power of a thumbs-up.
Commenting on the campaign, Coca-Cola India, and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past 4 years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of a thumbs-up can make any moment a powerful turning point – not only for athletes but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination.”
Commenting on her association with the campaign, Sift Kaur Samra said, “I’m humbled to be a part of this campaign. Knowing that countless people are cheering us with a thumbs-up gives us the courage to perform our best on the world stage. It’s a testament to the support we receive from our nation.”
Commenting on her association with the campaign, Lovlina Borgohain, “It’s a pleasure to be associated with Thums Up. Being a boxer, I’ve experienced the value of encouragement, especially during tough matches. A simple gesture of support can be incredibly motivating, and this campaign truly emphasizes that.”
Commenting on her association with the campaign, Nikhat Zareen, “In the ring, every thumbs Up fuels my determination to jab harder and go the distance. It’s great to have Thums Up as a brand acknowledge the importance of support and belief in athletes like us.”
Commenting on her association with the campaign, Rubina Francis, “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Commenting on her association with the campaign, Sakshi Kasana, “As athletes, the power of supporters is a force which helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”
Ogilvy India (North) chief creative officer Ritu Sharda said, “There is great power in one thumbs up. It can awaken a storm inside you, and lift you just when you are about to give up. Now imagine, what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”
The campaign will use a 360-degree marketing approach, using different channels to reach and engage consumers, such as television, digital, print and OOH. The brand has created a series of films that capture the story of the athletes and their historic journey to Paris.
Mumbai: Fanta, the renowned and flavorful beverage brand of Coca-Cola India, unveils a new campaign to showcase the joy of Fnacking by having the flavorful Fanta Orange with their favorite snacks. The campaign film featuring Kartik Aryan, encourages consumers to seize the moment and build a perfect snacking ritual with Fanta’s multisensorial and indulgent taste. India’s snacking landscape is exploding with experimentation from unusual snack combinations to testing viral food hacks, experimentation snacks to snack review. Amidst this, Fanta acts a perfect enabler to enhance the taste of these sumptuous delights. Grab a FANTA & a Snack and Get FNACKING!
In the Fnacking campaign, Bollywood sensation Kartik Aaryan showcases the playful side of ‘Fnacking.’ Yes, that’s a new term to capture the fun of snacking with delicious Fanta. Kartik breathes life into the concept of experimenting with Fanta Orange and snacks, portraying Fanta as the catalyst for unconventional and experimental snacking, both at home and with friends.
Conceptualized by Ogilvy, the campaign is set to captivate audiences across multiple platforms, including television, digital media, and outdoor advertising, bringing the charm of Fanta to every corner of the nation.
Commenting on the campaign, Coca Cola India and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are celebrating Fnacking as the joy of snacking in its unique, flavourful Fanta way. This campaign emphasizes that snacking is not just about quelling hunger but about elevating the entire experience with flavors that excite the taste buds. We are thrilled that Kartik Aaryan agrees with us and loves to add Fanta to his snacking ritual, making every moment more vibrant and enjoyable. Fnacking is not just a moment but a delicious sensorial experience.”
Speaking on his association with Fanta, actor Kartik Aaryan said “Being part of Fanta’s Fnacking campaign has been amazing! Fanta’s indulgent and flavorful Fnacking proposition is a game-changer. It’s truly exhilarating for me to be involved in this captivating campaign that brings a Champion spirit and a fresh perspective to the table.”
Commenting on the campaign, Ogilvy North chief creative officer Ritu Sharda added, “We love experimenting with our snacks, constantly exploring unique combinations of flavours. This is why it comes as no surprise when you hear snack names like Samosa Bhel, Pakora Pav, and the likes. To demonstrate the coming together of Fanta and this culinary spirit, we’ve created a visually stunning world inspired by the Gram, where Kartik Aryan crafts these amazing snack fusions. With a playful twist, he enhances the flavour journey by adding a splash of delicious Fanta, transforming it into a “Fnack” (Fanta + Snack), making every bite more vibrant and enjoyable.”
Mumbai: This Diwali, Coca-Cola proudly introduces a pioneering fusion of art and technology; bringing an exciting development to help consumers send customised wishes to their near and dear ones. Harnessing the incredible capabilities of Open AI’s DALL-E and GPT-4 models, this festive season wish love and light to friends and family with magical Diwali greetings on https://www.createrealmagic.com/
Coca-Cola has always been a part of consumers’ cherished celebrations and this year they’re bringing an innovative way to create personalised Diwali wishes. Imagine a wish card that’s as quintessential and vibrant as this festival of light, one that blends tradition with innovation and leaves behind the conventional messages. From wish cards adorned with colourful diyas to quirky auto-rickshaws – a classic symbol of Indian markets, from Coca-Cola’s iconic cans and bottles, to colourful rangolis, consumers can create a masterpiece that encapsulates the heart of India’s Diwali. The campaign is active across India, Bangladesh, Nepal, Sri Lanka and Bhutan.
Coca-Cola global head of generative AI Pratik Thakar, said, “We, at Coca-Cola are connecting the dots between culture, creativity and technology. Create Real Magic platform invites consumers to use AI for crafting original artwork using iconic creative elements from the Coca-Cola archives. In India, #MagicWaaliDiwali wish cards are a perfect way for us to celebrate people and culture using AI. We are humble but iconic, real yet magical and our latest Diwali campaign is a testament of the same.”
Coca-Cola India & South West Asia head – integrated marketing & experiences Sumeli Chatterjee, said “The ‘Create Real Magic’ platform beautifully weaves in technology, intelligence, art, culture, and the Coca-Cola brand philosophy. Contextualized to Diwali, the platform is a creative playground for fans to create and express their emotions during the festivities. With this, one can send a unique & personalized wish to each of their friends. OpenAI’s DALL-E and GPT-4 have made the experience simple, interactive, intuitive, and truly magical for our fans.”
OpenAI COO Brad Lightcap said, “It’s remarkable to see the innovative spirit of Coca-Cola come alive through the use of DALL·E and GPT-4. The Create Real Magic platform not only resonates with the joy of the Diwali season, but also showcases a delightful fusion of technology and creativity. It’s heartwarming to see how our AI models have played a role in adding to the festivities, making the campaign truly memorable.
This year, don’t forward the same messages and season’s greetings and create a one-of-a-kind Diwali wish card, powered by AI. Embrace tradition and celebrate #MagicWaaliDiwali by being unapologetically YOU. The best creations will be proudly displayed on prominent digital billboards in Mumbai and Delhi NCR, with due credits.
MUMBAI: Today’s generation is considered to be full of zest, zing and vim. The youth have their own unique odds which would be irritating to older people but which generation has not manifested such behaviors in the past? The young on-the-go audience is constantly connected to each other and has easy access to the world with information at its finger-tips. This generation’s interests are not one, but many wherein it seamlessly transcends online and offline versions of self. This generation doesn’t believe in discriminating through race, religion, or gender. It firmly believes that with these values, it will be able to build a better India in the future. The youth is dynamic, but not impulsive; is complex, but not chaotic, reveals MTV Youth Marketing Forum.
MTV is back with the 10th edition of its research titled ‘The Many Me Project’ stressing on what content is consumed and what is published. The survey covered 11,000 young people in the age group of 13 to 25 across 50 plus cities and has reached out to NCCS A, B and C across the age bracket of 13-25 years to increase the robustness of the research. For the 6 month long interactive survey, the qualitative part of the study was conducted in association with Third Eye Research whereas the quantitative segments were handled by Juxt Smart Mandate.
The investigation was done by undertaking key initiatives the like selfie project, digital shadowing and by studying peerscope and ethnographies of the youth. The data discloses youth to be multi-dimensional, open minded, brave, witty, inspired, mindful, fun, a sum of many me’s.
“We have not tortured data”, says Viacom18 head of youth and English entertainment Ferzad Palia in jest. “This data is an eye-opener for all of us. This young generation is not the era of ‘jugaadus’, but they are smart-thinkers and are not looking for shortcuts. The youth wants to strategically work smart and hard. Through this data many important insights will be presenting at the forum which are sure to change the way marketers view the youth of India today”, he further adds.
A question always arises that where does the youth consume new content from? The youth are discerning about content but not about where they watch it. The study reveals that TV still remains a go to for Indian youth and they’ll not go anywhere other than TV to consume good content. Each device has its benefits and disadvantages and the sources for discovery and consumption may differ. 36 per cent of the youth watch shows only on TV, while 18 per cent watch shows only online. The study shows that young audiences first discover a new show on TV and then watch it online.
The study shows how the role of technology has changed for multi-taskers with 32 per cent people having the opinion that they have more choices now as compared to 16 per cent in 2014.
Speaking about the MTV Youth Marketing Forum 2016, Viacom 18 group CEO Sudhanshu Vats says, “As a content powerhouse, it is mandatory for us to understand the pulse of our audience. Hence, MTV’s constant endeavor to understand its primary target audience – the youth, what they are up to and how they feel about various aspects of life – is extremely crucial. For the last 10 years, MTV has been working incessantly to understand every nuance of each interaction young people have amongst themselves and their media consumption habits. It is these patterns of consumption and interaction which then form the basis of everything we do at MTV. The headline study for this year – ‘MTV Many Me Project’ – has thrown up some fascinating insights into the lives and minds of this absolutely dynamic demographic. I am positive that every single person who has been a part of the MTV Youth Marketing Forum 2016 will now be able to decode the ever-changing youth of India much better!”
Youth also considers entertainment as enrichment and resonatee that good content always has that hangover effect wherein it urges them to think, share, create and comment. Entertainment and content are not about just filling gaps of time between doing other things, reveals the data. On the one hand, 50 per cent of the young people in the age group of 13 to 17 years and 63 per cent between 18 to 25 years think that they learn a lot about coping with tricky situations through the characters and storylines of their favourite shows.
The report also reveals how 81 per cent of the youth aspire for eventually becoming self-employed, while 17 per cent of them think of working for a stable organization. The new high is becoming self-employed rather than just doing a job.
“The MTV Youth Marketing Forum is our flagship insights series and the idea was to make it as experiential for the attendees as possible. So we thought why not we actually create a teenager’s room? And what better way for you (the audience) to do it than being a part of it? So you are the prop and he (the teenager) is the protagonist. Every element in the room reflects his passion – stuff that he listens to, stuff he plays with, brands he flaunts, etc. It’s not 3D but a 4D stage because you can actually see a live protagonist, a specific boy, who was recruited (we actually did screenings and auditions) only for this activity”, adds Viacom 18 youth cluster head marketing, media and insights Sumeli Chatterjee
“No other brand does this kind of a research like us. We want to stay ahead of the curve. These insights will be shared across and will help advertisers. 2016 was a more pronounced year than 2014 and had many complexities than we ever thought”, she further adds.
Palia voices that the study will help the channel and its business partners in building a strong connect with the young audience.
MUMBAI: Today’s generation is considered to be full of zest, zing and vim. The youth have their own unique odds which would be irritating to older people but which generation has not manifested such behaviors in the past? The young on-the-go audience is constantly connected to each other and has easy access to the world with information at its finger-tips. This generation’s interests are not one, but many wherein it seamlessly transcends online and offline versions of self. This generation doesn’t believe in discriminating through race, religion, or gender. It firmly believes that with these values, it will be able to build a better India in the future. The youth is dynamic, but not impulsive; is complex, but not chaotic, reveals MTV Youth Marketing Forum.
MTV is back with the 10th edition of its research titled ‘The Many Me Project’ stressing on what content is consumed and what is published. The survey covered 11,000 young people in the age group of 13 to 25 across 50 plus cities and has reached out to NCCS A, B and C across the age bracket of 13-25 years to increase the robustness of the research. For the 6 month long interactive survey, the qualitative part of the study was conducted in association with Third Eye Research whereas the quantitative segments were handled by Juxt Smart Mandate.
The investigation was done by undertaking key initiatives the like selfie project, digital shadowing and by studying peerscope and ethnographies of the youth. The data discloses youth to be multi-dimensional, open minded, brave, witty, inspired, mindful, fun, a sum of many me’s.
“We have not tortured data”, says Viacom18 head of youth and English entertainment Ferzad Palia in jest. “This data is an eye-opener for all of us. This young generation is not the era of ‘jugaadus’, but they are smart-thinkers and are not looking for shortcuts. The youth wants to strategically work smart and hard. Through this data many important insights will be presenting at the forum which are sure to change the way marketers view the youth of India today”, he further adds.
A question always arises that where does the youth consume new content from? The youth are discerning about content but not about where they watch it. The study reveals that TV still remains a go to for Indian youth and they’ll not go anywhere other than TV to consume good content. Each device has its benefits and disadvantages and the sources for discovery and consumption may differ. 36 per cent of the youth watch shows only on TV, while 18 per cent watch shows only online. The study shows that young audiences first discover a new show on TV and then watch it online.
The study shows how the role of technology has changed for multi-taskers with 32 per cent people having the opinion that they have more choices now as compared to 16 per cent in 2014.
Speaking about the MTV Youth Marketing Forum 2016, Viacom 18 group CEO Sudhanshu Vats says, “As a content powerhouse, it is mandatory for us to understand the pulse of our audience. Hence, MTV’s constant endeavor to understand its primary target audience – the youth, what they are up to and how they feel about various aspects of life – is extremely crucial. For the last 10 years, MTV has been working incessantly to understand every nuance of each interaction young people have amongst themselves and their media consumption habits. It is these patterns of consumption and interaction which then form the basis of everything we do at MTV. The headline study for this year – ‘MTV Many Me Project’ – has thrown up some fascinating insights into the lives and minds of this absolutely dynamic demographic. I am positive that every single person who has been a part of the MTV Youth Marketing Forum 2016 will now be able to decode the ever-changing youth of India much better!”
Youth also considers entertainment as enrichment and resonatee that good content always has that hangover effect wherein it urges them to think, share, create and comment. Entertainment and content are not about just filling gaps of time between doing other things, reveals the data. On the one hand, 50 per cent of the young people in the age group of 13 to 17 years and 63 per cent between 18 to 25 years think that they learn a lot about coping with tricky situations through the characters and storylines of their favourite shows.
The report also reveals how 81 per cent of the youth aspire for eventually becoming self-employed, while 17 per cent of them think of working for a stable organization. The new high is becoming self-employed rather than just doing a job.
“The MTV Youth Marketing Forum is our flagship insights series and the idea was to make it as experiential for the attendees as possible. So we thought why not we actually create a teenager’s room? And what better way for you (the audience) to do it than being a part of it? So you are the prop and he (the teenager) is the protagonist. Every element in the room reflects his passion – stuff that he listens to, stuff he plays with, brands he flaunts, etc. It’s not 3D but a 4D stage because you can actually see a live protagonist, a specific boy, who was recruited (we actually did screenings and auditions) only for this activity”, adds Viacom 18 youth cluster head marketing, media and insights Sumeli Chatterjee
“No other brand does this kind of a research like us. We want to stay ahead of the curve. These insights will be shared across and will help advertisers. 2016 was a more pronounced year than 2014 and had many complexities than we ever thought”, she further adds.
Palia voices that the study will help the channel and its business partners in building a strong connect with the young audience.
MUMBAI: MTV in partnership with Vizeum, the media agency from Dentsu Aegis Network, is all set to launch The Junkyard Project. The objective behind the initiative is to stir an important awakening in the minds of citizens across, especially the youth.
MTV is a great believer in the power of youth. Apart from being at the forefront of every pop-culture trend, MTV has always led several social movements celebrate youth power.
Commenting on MTV’s The Junkyard Project, Viacom18 Media Pvt. Ltd. head – marketing, media and insights, youth entertainment Sumeli Chatterjee said, “MTV started with a basic question how can we make conversations around do-not-litter cool and interactive. #DunkThatJunk is gamification of the concept that junk should be dunked inside the dustbin. The simplicity of the concept coupled with interactive presentation is the key reason why these videos spread like wild-fire. And, also drew heavy participation by Bollywood and tv celebrities. It is just a game, but with a serious message in it. We have driven 1.5 mn interactions in a fortnight of launching this campaign on social media. And, this is just the beginning.”
“True to its spirit of being in the forefront of trend-setting, it has been an exciting journey together with MTV in re-defining the Swacch Bharat initiative leveraging MTV’s partner celebs attracting as many as 6000 user-generated videos in the first 2 weeks itself. We are now creating platforms for our audience to live this trend and subsequently, more platforms for them to share with their friends once they choose to be the advocates, “added Vizeum India executive VP Samarjit Rajkumar.
