STAY RAW, that's the new philosophy of MTV!

The world we were born into is hardly what it is today. Young people are evolving exponentially in terms of language, culture, relationships, entertainment and technology. MTV has always reflected this change and has successfully entertained and led generations across the globe... That's what makes the three alphabets - MTV, so powerful and iconic. Today MTV India reaches out to more than a 100 MM people through the television platform, has India's largest social media following and has products across 35 varied categories. It is this constantly evolution that keeps MTV among the most preferred youth brands of this country year on year.

Today young people are more confident than they ever were. They write their own rules, they play their own games. They wear their attitude on their sleeve and are proud of their heritage. In short, they are real, they are brash, they are unmixed. This is seen in every aspect of life around us... Youtube, Indian Ocean, LSD are all hugely successful with today's generation because they reflect this side of life... It is this side that MTV taps into with its new philosophy - STAY RAW.

Says Aditya Swamy, Channel Head ' MTV India, "What we have started is not an ad campaign or new tagline. It's a philosophy. It's an idea that is based on what young people today believe, expressed in an edgy yet tongue in cheek manner which is trademark MTV. A powerful idea has a limitless canvas and way this has come together is proof of just that."

This philosophy is being launched through a truly innovative route. A never seen before channel look with clutter breaking graphics, a series of 3D channel ID's that will make your senses tingle and over a 100 pieces of STAY RAW philosophy communicated through mass media and digital will make this something you just can't miss. And once you see it, you are guaranteed to love it. To add to this, MTV will go ad free over the weekend, so for the first time it's an MTV roadblock on MTV

What's more MTV has just launched its 1st ever magazine globally. "MTV Noise Factory" has hit the stands and is fast becoming a hit with its look and content.

Too add to this, MTV has recently launched mtvplay.in which captures and shares what's going on in the minds of young people with marketers and advertisers. The site has registered 1.5 lac page views in the first 2 weeks of launch, only reinforcing MTV as the ultimate youth expert.

If you thought that was it, here's more... The M in MTV gets a boost and plays a key role in channel. With a clear differentiation and segmentation approach in place, the audience will now see 4 brand new music blocks - MTV BBM (Big Bang Mornings), a morning block that will make you groove to all the latest Bollywood tracks. A musical treat across the years gets captured on MTV Music Xprs as the afternoon block. In the evenings, a global MTV phenomenon hits India. MTV Mash Ups is a unique concept of East meets West, where VJ Nikhil will mash up the hottest Indian and International tracks from the same genre. And global music charts finds its way back on MTV with MTV International, a foot tapping midnight block.