Exclusive | MTV Roadies endures a makeover for an exciting new season

With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans and artists. With 30 MM fan following across show pages on social media, MTV is the #1 brand in social influence as well. MTV in all these years has defined a generation and it has continuously acquired new ground. It has been much more than a music channel since it has bought a rapid change in the culture.

Having known to deliver one of the cult youth properties, MTV is back with the most appraised shows out in its bouquet- Roadies. This show has always created a buzz with its tasks, challenges and controversies is all set with its 12th season which will hit the TV screens from 24th January at 7 pm.

Sticking true to its philosophy of giving successful and edgy content since its inception, MTV Roadies x2 will see a new panel of judges including Esha Deol, Vijender Singh, Karan Kundra and Rannvijay Singh. With an aim to showcase high tension drama the show is all set to choose some of the best and daring candidates across the cities. 
With an aim to get a deeper understanding Adgully caught up with Aditya Swamy, EVP & Business Head, MTV India. 

Swamy seems quite excited with the new format of the show which has entered its 12th season. Elaborating further, he said, "Roadies has been one property that has seen growth every year. Roadies' entrance in 12th year marks its success. Every year we have something new to give to our viewers and likewise this year we thought of giving something extremely different and innovative." Another different and interesting element that has been put in the show is that this time the contestants have the power to choose their gang.

Interestingly the show has gone beyond just television and has witnessed strong traction on social media, may it be Facebook, Twitter, YouTube or any other platform. "More than just being a television show, MTV Roadies has created a stir on all other platforms too. It has evolved to be one of the most social shows."

Though there is no question about the popularity of the show but to create a buzz the channel seems to be leaving no stone unturned. Like each season before this, MTV Hero Roadies X2 powered by Vivo Smart Phone is being supported by a 360 degree promotion plan which includes and extensive online leg, PR activations, on-ground events and so much more. Adding further he said, "Apart from this there is a special focus towards taking roadies to the smaller towns.”

The show, in its twelfth season now, has Hero MotoCorp again as the title sponsor. Hero MotoCorp, which one of the largest two wheeler companies has been consistently supporting Roadies from its inception. MTV Hero Roadies X2 is powered by Vivo Smart Phone thus becomes an apt platform, being the most popular youth reality show. The show has more than 12 sponsors including names like CEAT, Mountain Dew and many more.

This year the contestants will ride on Karizma ZMR, the most aspirational sports bike in India because of its advanced technology and superior styling. When asked about other sponsors, Swamy said, “We have more than 12 sponsors this year. Hero has been consistently supporting our property and this also shows the power of MTV Roadies. VIVO Smartphones who are foraying in the market have used Roadies as a platform to mark their presence again highlights the show’s success.”

The channel has consistently garnered rave reviews for all its shows be it Roadies, Splitsvilla or the recently launched "MTV Kaisi Yeh Yaariyaan". On asking Swamy how the year was for MTV, he said, “For us the year has been full of investment in the content and programming space. We had Splitvilla which registered record ratings of 100 TVTs in almost all episodes. "MTV Kaisi Yeh Yaariyaan" too garnered fantastic response and become one of the top shows within 15 days of its launch.

While MTV is an established player, the new baby from their bouquet MTV Indies is not behind and has also started to gain traction. Its availability in HD format has helped it in gaining momentum.

On the Roadies front, this year the four gang leaders Rannvijay Singh, Vijender Singh, Karan Kundra and EshaDeol visited four cities across the country – Pune, Kolkata, Delhi and Chandigarh to audition Roadies enthusiasts for their respective gangs. Each gang leader was on the look-out for something truly unique for his or her gang.

While the original Roadie, Rannvijay looked for people with discipline, Vijender was on the lookout for people who were all heart. Karan’s focus was on grabbing the best strategists while Esha was clear on what she wanted – people with their eye on the prize. Being the first ever female judge and gang leader on the show, Esha brings with her something that none of the other gang leaders have – gumption and female instinct! Each leader chose several people from each city for their respective gangs which were then sorted down to five people per gang. The Roadies X2 journey which begins in early February will see all the four gang leaders riding with their four team members each from Varanasi to Nepal.

While the format may be different this time, what stays the same is the passion and the perseverance to achieve that ultimate dream – the thrill of the ride, the open road, tasks that build character and a path for a bright future. Becoming a ‘roadie’ is searching for the hero within you and Roadies X2 is all about the passion that comes along with wanting to achieve the unattainable goal! By Aanchal Kohli | Twitter: @aanchalkohli