Pepsi MTV Indies unveils ‘Step Up. Discover’ campaign

JitendraKumar

Contributor
Joined
30 Sep 2012
Messages
7,105
Reaction score
4,072
The quirky films in four different content genres have been released to break the monotony by offering fresh content to the evolving audience
Pepsi-MTV-Indies.jpg

Pepsi MTV Indies, the new channel from Viacom 18 which was launched in February this year, and focuses on alternative music, film, art, street culture and fashion, has come out with a new marketing campaign. The channel has rolled out a multi-media disruptive campaign aptly named ‘Step Up. Discover’ in four different content genres through a series of tongue-in-cheek videos to break the monotony.

These quirky and fun films belong to the four ambits of news, daily shows, reality shows and Bollywood item numbers. They encourage viewers to explore the world of the Indie sub-culture while consuming mainstream content. Striking a strong connect with the youth, the campaign conveys the basic ethos of Pepsi MTV Indies, i.e., offering newer, fresher content to the evolving audience.

In addition to promoting the campaign on television, there is a heavy skew towards digital which also includes web and mobile. The campaign also extends to hangouts, multiplex, radio, nightlife and large-scale college activations.

Excited about the disruptive marketing campaign, Sumeli Chatterjee, Head – Marketing & Insights, MTV and Pepsi MTV Indies, said, “The audience is curious to think beyond the routine content and explore the new talent across music, films and comedy. Mainstream has become formulae driven, routine is boring, and MTV is stubborn about killing the boring. ‘Step up.

Discover’ is not just a campaign line, it is also the brand philosophy that will guide programming on the channel. Pepsi MTV Indies will enable the viewers to discover the pulsating Indie sub-culture. A world that is independent, earnest, honest and extremely talented. Stepping away from convention, this campaign has been co-created with a collective of Independent musicians, lyricists and film-makers to stay true to the spirit of this movement.”

The campaign takes a satirical look at the repetitiveness of the content across screens – television and digital. It actually nudges the audience to think beyond the routine of saas-bahu melodrama, overhyped news-room debates, loud item numbers and formulae driven reality shows. The videos might look funny, but each of them has a deep seated message which provokes the viewers to sample a new world of independent, brave and fresh content at Pepsi MTV Indies.

Read More Here
 
Back
Top Bottom
AdBlock Detected

We get it, advertisements are annoying!

Sure, ad-blocking software does a great job at blocking ads, but it also blocks useful features of our website. For the best site experience please disable your AdBlocker.

I've Disabled AdBlock