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MTV and HUL partner to launch MTV Films
MUMBAI: Brand solutions have been a key programming element for youth and music channel MTV. The channel has now partnered with FMCG brand Hindustan Unilever Ltd (HUL) to launch a series of short films under ‘MTV Films’ based on “brand philosophies”.
MTV Films will see six short films being created by new age Bollywood directors including Anurag Basu, Anurag Kashyap, Rohan Sippy, Nikhil Advani, Abhinay Deo and Shoojit Sircar. MTV and HULThe initiative will kick-start with Anurag Basu’s film ‘Real FM’ that will screen on 23 March at 7 pm on the channel.
A director’s movie will be showcased every month. , taking the initiative for six months. Each film will be of 60 minutes duration and will be inspired by various brands under the HUL umbrella like Sunsilk, Tresemme, Ponds, Lakme and Close Up.
Through each movie, the directors will portray the take of today’s youth on age old topics of love, family, friendship, relationships and ambitions in an entertaining story. This is not the first time that MTV and HUL have partnered in such kind of brand associations. Earlier in 2010, MTV and HUL partnered for a series of short films surrounding the ice cream brand Cornetto. Titled ‘Cornetto Luv Reels’, the short films were presented in collaboration with two production houses – Red Chillies id*ot Box and Milestone Movies.
MTV EVP and business head Aditya Swamy said, “Content is the number one social currency of today and that makes it the most powerful medium to connect with consumers. Our partnership with HUL reflects the thought leadership both partners bring to the media and marketing world. Getting six superstar directors to create wonderful stories for brands is a coup and we are excited to launch a brand new franchise with MTV Films.
” Brand solutions like these have been a key revenue stream for the channel. Its two large AFPs have been ‘Drive with MTV’ with Tata Nano ( a social road trip) and a travel reality show ‘Chase the Monsoon’ with Ceat. Storytelling is the new mantra brands are using to connect with the consumers.
It is a unique concept of moving away from branded placement to a notion called branded content. The films will not just focus on the product but highlight the philosophy they carry with it. Seen as an innovation on television, the big screen witnessed a similar story concept with Yash Raj Films’ ‘Mere Dad ki Maruti’.
Maruti covered 70-80 per cent of the total production cost of the movie to promote its new vehicle Ertiga. HUL executive director home and personal care Hemant Bakshi said, “HUL firmly believes in pioneering and creating newer ways of engaging consumers by leveraging popular culture. This initiative will focus on communicating brand purpose and we are confident that it will resonate with our audience and build brand love.”
The collaboration will go beyond the television platform to touch multiple avenues like mobile, online and radio to engage the consumers. The initiative has been pioneered for HUL by its marketing agency Mindshare. The purpose is to redefine the way brands tell their stories to consumers. Mindshare leader South Asia Ravi Rao said, “Mindshare has been instrumental in raising the bar and pioneering Innovations for Unilever through its strategic partnerships and alliances.
This is yet another initiative for Unilever that will usher in a new era in innovation which will set the template for ‘best practices’ in the region. We are very proud of this initiative that we have driven with MTV and we look forward to scaling up the model year on year.”
