MTV and Vizeum India get 'unplugged music' to the streets of Mumbai!

MTV's new favourite Micromax MTV Unplugged is now reaching its audience in an interestingly innovative manner. MTV, in association with its media AoR Vizeum India has decided to bring some cheer to Mumbaikars stuck in daily traffic, with an innovative OOH campaign that has been conceptualized by MTV and Vizeum India, and executed in partnership with Posterscope, the OOH arm of Aegis Media. MTV has associated with Jago Mumbai, the community radio station for the OOH innovation activity. The campaign is a blend of audio, visual and digital media to bring a musical time off while being caught on the streets.

MTV's OOH hoardings, located at prominent positions at traffic choked intersections of the city of Mumbai, highlight a unique radio FM frequency - 90.8 FM. People, once tuned into this frequency, through their car audio system or personal mobile phones, can enjoy non-stop episodes of Micromax MTV Unplugged and listen to the an assortment of artistes featuring in the show. This tune-in opportunity will be available through the evening drive time (7-9.30 pm) through the key roads in Mumbai. On the digital front, the campaign allows the commuters to check-in to this MTV Unplugged experience on-the-go using Facebook places, Twitter and Foursquare apps. This will allow the fans to share their comments with their friends on social media and interact with MTV.

Speaking about the innovative campaign, S Yesudas, Managing Director - Indian Sub-Continent, Vizeum India said, "Vizeum process places huge focus on understanding how media, lives and brands co exist in the actual world and therefore "real" connection points with consumers based on their motivations. Keeping with this spirit Vizeum with its outdoor agency partner Posterscope, recently "unplugged' MTV from the drawing rooms and placed it on the streets of Mumbai to promoting Micromax MTV Unplugged, where audiences switching on a particular community radio frequency could enjoy the program from their cars or any other device on the move in the particular vicinity. It enabled getting the interested audience back to the drawing room to actually watch the channel. A true innovation, it is already proving to be a big success!"

The show which went on-air on the 1st of October 2011 has already caught up with its audiences, especially the youth.