Pepsi MTV Indies launches a fun, quirky, disruptive marketing campaign

Digital natives are in for a surprise when they log in to check out their favorite reality shows, soap sagas and bolly chartbusters. Search for the heated news debate or missed episode of a serial, and you could be welcomed with something more ‘musical’. Check in to a multiplex or tune in to your favorite FM station, you might be pleasantly surprised to discover new sound. In place of the mainstream content, audiences are being greeted by series of quirky and fun films that implores the viewer to think beyond the routine. Make no mistake; these are not just random ‘funny’ videos, but, part of the innovative marketing plan by newly launched platform Pepsi MTV Indies. Launching this multi-media disruptive marketing campaign that is aptly named ‘Step Up. Discover’, Pepsi MTV Indies is all set to give the audience a glimpse into the world of indie awesomeness, in true indie style.

WhoTubePepsi MTV Indies, the world’s largest platform for independent artists and home to subculture, gets the viewers a peek into refreshing alternative to the banal monotony through this tongue-in-cheek campaign. Break the monotony of the same saas-bahu serials. Look beyond the slug fight of news desk. And, enough of the routine moves of item numbers. Pepsi MTV Indies challenges you to Step Up and Discover a whole new world that explores the hidden India and independent artists. Built on the theme of ‘Step Up. Discover’, this unique campaign aims at engaging with a wider set of curious audience eager to explore the world of the indie subculture while consuming mainstream content.

NewsExcited about the disruptive marketing campaign, Sumeli Chatterjee, Head – Marketing & Insights, MTV and Pepsi MTV Indies said, “The audience is curious to think beyond the routine content and explore the new talent across music, films and comedy. Mainstream has become formulae driven, Routine is boring, and MTV is stubborn about killing the boring. ‘Step up. Discover’ is not just a campaign line, it is also the brand philosophy that will guide programing on the channel. Pepsi MTV Indies will enable the viewers’ discovery of the pulsating indie subculture. A world that is independent, earnest, honest and extremely talented. Stepping away from convention, this campaign has been co-created with a collective of Independent musicians, lyricists and film-makers to stay true to the spirit of this movement.”

Staying true to its indie soul, Pepsi MTV Indies has co-created the campaign with a set of creative minds who believe in the lifestyle the platform propagates. The music of the ad has been composed by Sky Rabbit frontman Raxit Tewari and the lyrics have been written and sung by Vishwesh Krishnamoorthy” vocalist for Scribe and director of MTV’s Bring on the Night as well as Dewarists.

The launch campaign takes a satirical look at repetitive-ness of content across screens – television and digital. It nudges the audience to think beyond the routine of saas-bahu melodrama, overhyped news-room debates, loud item numbers and formulae driven reality shows. While, the videos are funny and ensure the viewers have a good laugh; each video has a deep seated message that aims to provoke viewers to sample a new world of independent, brave and fresh content up on offer at Pepsi MTV Indies over the staple assembly-line vanilla that they are otherwise offered.

Sumeli Chatterjee adds, “The campaign is built on principles of micro-targeting. There are multiple videos that address multiple genres of content. In true Indie style, this campaign intercepts the audience as they are consuming their routine content. Because, that is exactly the time the viewer is open to discovering more in the same genre. Example, if you are watching news updates and are yawning between the cacophony of debates, that’s when you are likely to run into the news-room commercial of StepUp.Discover.” Therefore, in addition to TV, naturally there is a heavy skew towards digital including web and mobile. The campaign also extends to hangouts, multiplex, radio, nightlife and large-scale college activations.

Led by music, Pepsi MTV Indies also promotes a melting pot of independent films and stand-up comedy and more. With this successful omnipresence, Pepsi MTV Indies has emerged to become the most loved Indies platform. Striking a strong connect with the youth, ‘Step Up. Discover’ conveys the basic ethos of Pepsi MTV Indies; i.e. offering newer, fresher content to the evolving audience.