This news ought to have appeared on Tuesday, but we were too caught up with the cyclone that thankfully didn’t hit Mumbai, though our friends elsewhere weren’t as lucky. Our apologies.
The annual advertising festival in Switzerland, the Golden Award of Montreux, announced 2021 Winners with India winning five Golds and six Finalists. Viacom18 won two Golds while MTV, Chrome Pictures and Miami Design School Mumbai were awarded one Gold each. Viacom won Gold in the category Creative Use of Media with “Naati Pinky Ki Lambi Love Story” and in Digital/Interactive category with #CGPCLive (Colors Golden Petal Club)”. MTV’s “Organ Daan” in the category Direct Marketing won a Gold. Chrome Pictures Media LLP was awarded with Gold for “Pooja Didi” in the Television-Cinema Category.Chrome won a Finalist for The 2021 Ad of the Year.
The Grand Prix of the Golden Award of Montreux was presented to Energy BBDO Chicago for their work ‘The Kentucky Turtle Derby’. Old Forester, also from BBDO Chicago, was awarded two Golds in Digital and Media.
The Golden Award of Montreux awards only Golds and Finalists – there are no Silvers or Bronzes. It is developed in conjunction with adforum.com. Veteran adperson Ajay Chandwani is on the jury from India and has, kind-of, been the ambassador and evangelist for the awards in India for many years.
The Nation was celebrating its 72nd Republic day. Dressed in a kesariakurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.
For a change, the TV set tuned to NDTV I was watching the live parade telecast. In such a pleasant situation, dulled with everything will be right. The NCC cadets marching on Rajpath, the helicopters flying over the parade.
I was jolted to reality.
In between the parade coverage, the channel kept the viewers updated with visuals from the three alternate parades happening in the capital—the tractor rally of so-called protesting farmers.
What one saw was disappointing. One felt ashamed for the fellow countrymen taking this solemn moment to act in the way they did. They have been playing cat and mouse game with the government for long. January 26 was just a culmination of ill intension most likely supported by outsiders. This time it was not as bad as the riots of 2020.
One wished we were not a democracy. That the protesters had some fear of the law-and-order machinery. That the machinery was allowed a free hand to do what they are meant to do- maintain law and order. Hoped that they were amply supported with right weapons and intelligence. And when one saw the visuals from Lal Qila, one wished they allowed to shoot at sight, instead of allowing the hooligans to keep the city terrorised.
The law-and-order machinery was never in the game. The Government was put into catch 22 situations. The Government was anyway getting called for not acting. And would be called if they did act. Charged with this confidence, the patriotic farmers were busy challenging the Government.
The WhatsApp groups were full of typical armchair analyses if the situation. I was one of the vociferous participants. Whatever may be the Rajneeti, the politics of protest. Whoever may be supporting such a protest and gundagardi. If they were Nihangs or Jats. If they were on tractors or on foot. If they agreed or were protesting against a law that the elected representatives have crafted. And one that a large part if the country finds no problem with. None had the right to act the way they did. I go a step ahead; none should dare to act the way they did.
There is an urgent need in this country to bring new laws and take hard actions. Bring the destructors and penalise them. And if that calls for an emergency type of situation, so be it. The Nation has a responsibility. The Government has responsibility and accountability. What about the citizens of the country? What should the country expect from them?
I don’t know how, but we cannot afford such destructive protests. The Nation cannot be held to ransom. The laws are enacted by the elected representatives, and any question must be raised in the parliament. In my view, they should not even be challenged in the supreme court. At the worst case just like the president, the court can ask the Government to reconsider – but not force to amend a law duly enacted by an elected government. The battle has to be fought inside the parliament. If the regulations are anti-people, the people have the opportunity in the next election to reject the appeal.
When one sees the Rajpath Parade, and the Protestors violent parade side by side on the TV screen one gets disoriented. When one views a highly emotive campaign by brands on such occasions, one tends to get disoriented. When one listens to those songs that charge you up, one is unsure which country they refer to.
I know advertising cannot reflect this violent mood of the Nation. It will still continue to play on the emotions that you hold so dear. The campaigns will remain idealistic and the brands purpose-led. I am sure no brand will comment on what happened on January 26, 2021. Not sure, if they should. The taste has soured. The Ambuja Cement commercial was no longer making sense. What made sense is the MTV and GoldMedal electricals ad.
https://youtu.be/yMd29gMcJXQ
What I am sure is that we, hopefully, feel the need to wake up and take a stance. Tell the government we are with them. The citizens do not need to be threatened and terrorized of such gundas. We have elected a Government to keep order. As citizens, we just want to go about our business in peace and have a good night sleep. The citizen wants no more such incidents.
That the citizens feel about the Nation. They are patriotic enough not to raise questions if the Government acts decisively. The citizens feel charged when they see the patriotic campaigns not because it is not real-life. But because it is the Nation, they want to live in. And for it to happen, the citizens look at their elected government and the whole opposition to be constructive and decisive in action. Otherwise, none will be spared, and that is not being said figuratively.
So, if you are still not up. Here is another to close the argument- this time from Adani. And I am happy to note that instead of mussy-mussy all for the Nation- Tera Hai Par Mera Hai feeling- some are raising the questions.
After the success of Phase 1 of the MTV Nishedh campaign, Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, Inc., are set to bring back a digital-only miniseries MTV Nishedh Alone Together.
The 5-episode mini-series will stream on YouTube, Instagram and Facebook handles of MTV India and MTV Nishedh, starting every Friday, from November 27, 2020 onwards.
Speaking about the campaign, a Viacom18 spokesperson said: “We believe that meaningful content, when delivered in an entertaining format to mass audiences, can go a long way in driving instrumental impact. Amidst the Covid-19 pandemic, health and wellbeing has taken forefront in our lives; however, we still choose to shy away from conversing about TB – the world’s leading infectious killer. A global modelling study has suggested that, with every month of the lockdown, TB is expected to claim an additional ~70,000 deaths in India during 2020-2025. Thus, the timing couldn’t be more appropriate to engage our audience through entertainment on social media to create awareness of TB in the times of Covid.”
Added Georgia Arnold, Executive Director of the MTV Staying Alive Foundation: “MTV Nishedh saw positive results in sparking conversations around taboo topics including tuberculosis and the stigma around it. Through MTV Nishedh Alone Together, the aim is to continue this conversation and more importantly help those who may be suffering from symptoms of TB to ensure that they know where to go to get tested, and to continue accessing their meds during the pandemic. We want people to know that there is always help available for them and they should never give up on themselves, no matter how dark the times may seem.”
MTV and MTV Beats has extended a tribute to all doctors, nurses, police, medical staff and frontline workers with a special video campaign – #RahoMusicallyPositive. Viacom18 has joined hands with non-profit organisation Goonj to support individuals, families and communities across India that are financially impacted by Covid-19, including daily wage workers.
Speaking about the 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.”
MTV has announced its content calendar for the next quarter. The new programming line-up includes: MTV Hustle showcasing 15 rap talents from across India, Splitsvilla Season 12 – with the theme of ‘Your Best Shot at Love’ and Ace of Space Season 2, which premieres on August 24, 2019 and will air daily at 6pm.
Speaking about MTV’s performance in the first half of 2019, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18, said: “MTV is the definitive leader for youth content in India with 700 mn views and 3.67 bn minutes of viewership in H1 2019, cumulatively on TV and VOOT.” Further elaborating on MTV’s new content line up, he added: “Incorporating the learnings from our Youth Insights report, we are introducing unique concepts such as Hustle and imbibing novelties in successful properties like Splitsvilla and Ace of Space. Experimenting with the time-slot, it’s also the first time that a marquee property like Hustle will be aired bi-weekly instead of once over the weekend.”
Introspecting on the power of democracy. MTV has launched its election campaign urging the youth to vote, because they can.
Going beyond the portrayal of the stereotypical international youth in mainstream media, MTV decided to delve deep in the lives of young people from Somalia, Iraq, Syria, Sudan and North Korea, bringing home a message for the Indian youth – not everyone around the world is empowered to vote.
Commenting on the campaign created by Leo Burnett Orchard, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18, said: “India’s youth has an influential role to play in determining its future. Ahead of the General Elections 2019, MTV is proud to raise a strong voice, urging the young Indians to exercise their power to vote. Moving beyond the realm of the ordinary, this campaign evokes strong emotions and compels us to reflect on the privileges that accompany our democratic powers.”
Speaking about the campaign, Rajdeepak Das, MD India and Chief Creative Officer Leo Burnett South Asia added: “Democracy is a choice we have, and it comes to life when you see people from different parts of the world who don’t have the freedom of democracy. To bring home this point, in this campaign for MTV we have taken a macro-view of democracy and juxtaposed it with people coming from war torn countries who have fled from their homes under great duress for safety and security. With the help of our Leo Burnett global offices we have actually managed to shoot in the war conflicted areas and portrayed the real-life situations to bring this campaign to life! It’s a true Humankind campaign. Democracy is our privilege and Leo Burnett Orchard and MTV urges everyone to go out and vote. Because you can.”
MTV has launched its ‘MTV Ka #TVKahaanGaya’ campaign, showcasing the channel’s strength on Viacom18’s digital platform Voot. The campaign notes how the youth is attracted to consuming relevant content at their own pace and time.
Commenting on the campaign, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18 said: “The perception today is that the Indian youth spends lesser time-consuming content on TV, which couldn’t be farther from the truth. Time spent on TV content and online video has gone up amongst youth. The MTV ka #TVKahaanGaya campaign is conceptualised from that thought and lands the creative rendition in the quirky MTV style. Over the last year, our TV ratings have doubled and consumption on Voot has grown 3-fold, a testament to our belief that content is the king. Comparing to the previous season, shows such as Roadies Real Heroes have accounted for 42 per cent viewership growth on Voot and MTV Unplugged has seen an increase of 52 per cent, respectively.”
Speaking about youth content on Voot, Akash Banerji, Head- Advertising Video On Demand Business, Viacom18 Digital Ventures said: “Fandom is a phenomenon that transcends platforms and can help brands grow in both linear and OTT. MTV content works very well on Voot and has engaged 30 per cent of Voot viewers till date.”
Zee Studios has announced the launch of an independent digital content studio, Zee Studios Originals, that will produce a original content and create new IPs for all digital platforms globally.
Zee Studios has appointed Ashima Avasthi from BBC Studios to head the digital content studio. With over 20 years of experience in the media and entertainment industry, Avasthi has worked across diverse genres and regions with brands like MTV and Turner International. Prior to joining Zee Studios, she was with BBC Studios as a Senior Creative Director and Head of branded content.
Speaking on the launch of the new business unit, Shariq Patel, CEO, Zee Studios, commented: “Zee Studio Originals furthers our vision of becoming a holistic content studio with its offering across platforms and screens to meet the insatiable hunger of today’s consumers for premium content. We are working with leading directors and writers to develop and show run our digital slate and will announce the same very soon. I welcome Ashima on board and I’m sure with her varied experience, she and her team will make great content and set newer benchmarksâ€.
Added Avasthi: “The game has only just begun. Zee has been a pioneer in producing compelling content for decades in broadcast and films, and it is absolutely the correct time for Zee Studios to move into digital production. I am looking forward to creating content that is distinct, unexpected, relevant, cutting-edge and truly world class. Zee Studio Originals will ride on the legacy and experience of Zee but will strategically move ahead in the new age direction that the studio has been set up for, independently.â€
Youth entertainment brand MTV unveiled its aggressive content strategy on the back of unscripted original content.
Elaborating on the content strategy announcement, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18, said: “MTV is perhaps India’s longest standing youth entertainment brand. This legacy has evolved through fads, cultural shifts and now even platforms. Over the last year, our TV ratings have doubled and consumption on VOOT has grown three-fold. With fresh, disruptive formats and content innovation at the core of MTV, we are home to the country’s most successful unscripted content through shows like MTV Roadies, Splitsvilla, Dating in the Dark, Troll Police, Love School, et al. As we build the MTV universe even further across platforms through increased interactivity and an enhanced fandom experience, we will also cement our position as India’s leading creator of multi-platform unscripted content.â€
The new lineup includes the fourth season of India’s Next Top Model, followed by Elovator Pitch and Ace of Space. Malaika Arora, Milind Soman, Anusha Dandekar, Dabboo Ratnani and Neeraj Gabba will be mentoring the new crop of fashionistas for India’s Next Top Model Season 4. Elovator Pitch is a quirky speed dating show that will see the return of youth icons Cyrus Sahukar and Gaelyn Mendonca to the MTV content fold. Ace of Space is a reality show built on the Darwinian principal of survival of the fittest.
Youth channel MTV and Box Cricket League come together to offer a mix of cricket and entertainment in typical MTV style.
MTV will join hands with Balaji Telefilms and Marinating Films to the celebrity cricket matches with the over 200 television celebrities starting February 13, 2018.
Commenting on the association with Balaji Telefilms Limited, Raj Nayak, COO, Viacom18 said: “We all know about young India’s obsession with cricket! With MTV Box Cricket League, we will be taking the nation’s obsession with cricket and entertainment a notch higher by ensuring we give the youth of India what it wants – celebrities and cricket – on a channel they love the most – MTV. Not only is the MTV Box Cricket League a fun concept but also an opportunity for viewers to see their favourite stars in a new avatar and engage with brand MTV in a whole new manner. It’s going to be extremely exciting to see the league unfold on screen for both, us and the viewers.â€
Added Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18: “MTV is a brand that knows the pulse of the youth like no one else does and cricket being a sport which fascinates a lot of youngsters, we knew this would be a perfect association for us. When Prime Time stars take on their new role on the cricket pitch, we’re positive young India is going to sit up and not only take notice but follow each match in the league with keen interest. The stellar line up of celebrities will definitely make MTV Box Cricket League all the more engaging for our young viewers.â€
On partnering with MTV, Ekta Kapoor – JMD, Balaji Telefilms, said: “MTV BCL 2018 is a reboot that’s set to excite and entertain viewers across the television and digital medium. With a prime time slot on India’s top youth channel, MTV BCL is poised to take the audiences on a dramatic sport extravaganza. Add to this the top male and female faces of indian television and the landscape is unlike any other. Audiences today are ready for clutter breaking content and this is a step in that direction.â€
MTV along with Musiconcepts kicked off the MTV India Music Summit 2017 with the launch of an anthem penned by adman and lyricist Prasoon Joshi and performed live by Shankar Mahadevan. The summit will be held from October 27 to 29in Jaipur.
Prasoon Joshi
Said Joshi on the anthem:“Music has the power to connect, to create, to nurture and to inspire. Keeping this transformative power of music in mind, we’ve created an anthem that reflects the philosophy behind the inception of the MTV India Music Summit. The focus was on to highlight how this Summit is a confluence of ideas and influences and artists who bring their own unique touch to the art of music and make it their own. It’s a meditation on the transcendental nature of music and the richness that it brings to our lives just with a few notes. It’s that one magical note, the ‘Saccha Sur’ that every musician seeks. And what could’ve have been better than to have a genius artist like Shankar composing and lending his voice to this humble tribute to music. If this is how we’re kicking off the summit, one can only imagine the wonders that await us in Jaipur!’
Raj Nayak
Added Raj Nayak, COO, Viacom18: “The anthem penned by Prasoon Joshi and composed by Shankar Mahadevan is not only beautiful but it also succinctly captures the essence of the Summit. I hope, music makers and music lovers from across the country recognize the importance of the MTV India Music Summit and become a part of it to actively engage in celebration our musical heritage.â€
Said Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18: “The anthem ‘Ek Saccha Sur’ is the true expression of what this summit symbolises. And the fact that we have two of the foremost minds associated with music in India– Prasoon Joshi and Shankar Mahadevan – creating this anthem for us, is just the ‘cherry on the cake’!â€
MTV along with HP Inc have initiative an attempt to give a “democratic makeover†to the craft of filmmaking through their latest venture, HP India MTV Fame-istan.
Said Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18: “At MTV we believe in inspiring and empowering youngsters. Fame- istan is a platform that will enable young movie makers kickstart their filmmaking career that too with the help of ace directors from the industry. Cinema is a powerful and inspiring platform and is by far the only democratic tool in the country that has a mass outreach. Indian cinema has grown in different directions of late and offers more diversity than ever and Fame- istan is a perfect platform for budding artists to showcase their talent through cinema.â€
Commenting on the collaboration with MTV, Ayesha Durante – Head of Country Marketing, HP Inc, India, said: “We are delighted to be creating this platform along with MTV. HP has always been at the forefront of innovation, we are looking forward to empowering young filmmakers with this platform to express themselves creatively. With HP and MTV coming together for Fame-istan, HP is furthering its proposition of ‘ReinventMyStory’ by providing the youth a launchpad to showcase their own capabilities, stand out early on in their lives and make their mark in this space, thereby reinventing the story of their lives. This unparalleled access to great Bollywood mentoring and powerful technology of HP has the potential to redefine what creativity can achieve.â€
The Nation was celebrating its 72nd Republic day. Dressed in a kesaria kurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.
After the success of Phase 1 of the MTV Nishedh campaign, Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, Inc., are set to bring back a digital-only miniseries MTV Nishedh Alone Together.
MTV and MTV Beats has extended a tribute to all doctors, nurses, police, medical staff and frontline workers with a special video campaign – #RahoMusicallyPositive. Viacom18 has joined hands with non-profit organisation Goonj to support individuals, families and communities across India that are financially impacted by Covid-19, including daily wage workers.
Youth entertainment brand MTV unveiled its aggressive content strategy on the back of unscripted original content.
