The Hindu Business Line : MTV to kick off new `youth icon' series

MTV India is all set to kick off a new series of its annual property, MTV Youth Icon. The channel in association with its main sponsor, Pepsi, has lined up a series of marketing and advertising activities to promote the property.

Mr Vikram Raizada, Vice-President, Marketing and Digital, MTV, said the company has Headlines Today as its television partner, while Red FM and Outlook would be the radio and print partners.

"We would be having tickers on Headlines Today and Aaj Tak inviting viewers to vote for their favourite icon, since the show is all about expressing youth opinion and putting out their number one role model."

Pepsi's role

While the principal sponsors of the event would be Pepsi, the company would also be associating with other brands such as MusicWorld and Baskin Robbins.

Pepsi would be doing its bit to promote the event by launching limited edition 600 ml PET bottles, with the Pepsi and MTV Youth Icon labels carrying the SMS voting codes. "These bottles will be initially launched in Mumbai, Delhi, Kolkata, Ahmedabad, Lucknow, Kanpur and Hyderabad. At the same time, Pepsi truck backs/sides would also carry the Youth Icon logo and the voting communication in these cities along with posters across 13,000 key Pepsi outlets nationwide," said Mr Raizada. Also on cards is a multimedia campaign featuring last year's youth icon, Rahul Dravid and actor Priyanka Chopra. "Priyanka Chopra will call for votes and Rahul Dravid, in his capacity as the ex-youth icon will introduce the six nominees," he said.

MTV has also planned youth-connect initiatives through mall activation programme across Delhi, Kolkata and Ahmedabad, where its VJs would visit select malls in these cities and engage audiences in thematic games and activities. This year's nominees for the MTV Youth Icon 2006 include, cricketer M.S. Dhoni, television personality Navjot Singh Siddhu, Dr Vijay Mallya, President Dr. APJ Abdul Kalam, actor John Abraham and singer Abhijeet Sawant.

The final nominations, according to Mr Raizada, have been arrived at after a 10-city study conducted by IMRB. "The sample size included youngsters aged between 15 and 24 from Ahmedabad, Chennai, Chandigarh, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, New Delhi and Pune. The event will conclude in June with the announcement of the Pepsi & MTV Youth Icon for 2006."

More Stories on : Strategy | Radio/TV | Promotions & Offers

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Taj Blue Diamond plans expansion

MTV to kick off new `youth icon' series

`RFID has not changed the way BPOs do biz in retail'

`Sweet Deal' air package

Xenos to market Nokia car products

Café Coffee Day opens lounge

McCann bid to beef up its India presence

Proline eyes tier II cities

Kinetic sees Rs 180-cr from `Blaze'

Opulent Auto launches Waxoyl protective truck bed liners

`Wafer Style' chips from FritoLay