MTV offers a musical drive through Mumbai roads!
On the digital side, 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. Unplug from the traffic noise and plug into the pure musical chords of Micromax MTV Unplugged.
Aditya Swamy, EVP and Business Head, MTV, says, "We live in a world of 24X7 entertainment with maximum interactivity. Through this campaign, we are taking the experience of Micromax MTV Unplugged out in the streets and the mechanics are really simple. If you are on the streets on Mumbai, look out for MTV signages. Tune into the mentioned FM frequency and immerse in MTV's musical journey. Check-in on FB places or foursquare to share. Shut out the traffic, switch to MTV's Unplugged music with your favourite artistes"
S. Yesudas, Managing Director-Indian Sub-Continent, Vizeum India says, "The concept of surrounding the Mumbai commuters with pure music from MTV's Unplugged is the framework of the media strategy and execution. "Unplugged' in itself lend beautifully to taking MTV to a different platform from the TV screens. Starting with identification of the radio frequency to the attention grabbing-innovatively executed outdoor billboards at arterial roads, ensuring visibility and tune ins, has been a long passionate journey in bringing music to music lovers at their convenience and comfort, truly unplugged from the usual TV screens. But, has the potential of driving traffic to the TV screens!"
MTV has associated with Jago Mumbai ' the community radio station for the OOH innovation activity. The on-air show has premiered on MTV on 1st Oct at 8 PM. The Facebook page for the show has already crossed 1.2 Lacs fans. Stay tuned to MTV for more interesting innovations!
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