MTV shows how this headline is way bigger than you imagined…

As the year end draws close, MTV has rolled out another campaign that hits all the right notes in capturing playful spirit of the channel. Consistently the No.1 youth channel they have challenged our assumptions surrounding youth genre viewership.

The high-on-impact campaign ran for three consecutive weeks across key agencies in Delhi, Mumbai and Bangalore. It was executed through active engagement with media planners in all cities and effortlessly conveyed the campaign messaging with the help of two contextual games – Life-size Jenga and Giant Jalebi.

Through the campaign, MTV revealed some really startling statistics like the fact that more Indians viewers watched MTV Roadies in 2018 than they viewed the Football World Cup. Or take this on for size – there were more overall viewers watching MTV in 2018 than the entire population of the U.S.

The 35 second campaign videos hit the sweet spot between entertaining and informing. MTV makes it clear that they have seen a strong performance for the year 2018. They are stepping into the New Year with the clear communication that can be summed in a few words ‘It’s way bigger than you imagined’.