This is a prefect platform for youth to get into fashion: Aditya Swamy

The Indian version of the CBS sensation 'America's Next Top Model' created by Tyra Banks is being launched by license holder & producer Bulldog Media & Entertainment. The Show will be aired on the iconic youth brand MTV starting on Sunday, 19th July 2015 at 7 PM. India’s Next Top Model is sponsored by TRESemme, Co-presented by Lakme and Powered by Amazon.in. It will be the first ever Indian adaption of a very popular show America’s Next Top Model.

Lisa Haydon and Dabboo Ratnani make their television debut with this show and will be judging 13 fresh face models from around India in their race to win the title of India’s Next Top Model. The girls will be mentored by MTV VJ and fashionista Anusha Dandekar and grooming expert Neeraj Gaba.

The Show will give a platform for young talent to get into the global world; it will also provide them with an opportunity to be groomed by the best faces in the Fashion Industry. The show will see thirteen girls compete for the title of India's Next Top Model. The show will provide them with an opportunity to begin their career in the modelling industry.

Aditya Swamy, EVP and Business Head MTV said, “This is a perfect platform for youth to get in touch with fashion. It continues the journey that MTV believes in. MTV has always created shows that touch a chord with the youth of today and the only thing missing in our Channel was Fashion so with this show we give these thirteen girls a global platform to get into the field of fashion. This is an exciting partnership that brings together the best of the best -TRESemme, CBS, Bulldog and MTV. I look forward to the beginning of a long and exciting journey together.”

It is the first international format to be aired on MTV. Swamy elaborates, “MTV has never brought an international format prior to this. This is the first time for us. So it did take us some time in understanding the entire format business. But once we decided to go ahead, the only thing needed was to get the right type of people on the panel. We wanted people who were young and could associate with the youth of today. Modelling is all about people front of the camera and behind the camera and hope to see the show a huge success.”

Swamy believes that this show will garner both male and female viewership. He sums it by stating, “Queens is a movie about a woman, are guys not watching it? In today’s times we tell stories about people’s dreams coming true, whether it happens to be men or women.  Everyone wants to see a journey and this is the platform for them. It may be little inclined towards female audience but you cannot make a hit show keeping in mind a limited audience.”

While talking about the marketing strategy Swami said, “We are going very heavy on digital, the spots are running all across the Viacom18 Network. On the IIFA Awards which was aired on Colors, we had a showcase of India’s Next Top Model . We have put the show on a very successful slot on MTV. Lakme and TRESemme are promoting it across their own assets, stores and salon. The judges are also pretty active on Social Media, so they are promoting the show in their own personal space. It’s a good buzz.”

Speaking about the show Akash Sharma, Co-Founder and Executive Producer, Bulldog Media & Entertainment said, “We are proud to be associated with CBS Studios International and MTV India to launch the Indian version of 'Next Top Model' in the country. The property today is a worldwide phenomenon and viewed in over 100 countries across the globe with more than 20 local versions of the format. In the countries where the show has been localised it has managed to strike a chord and go on to ratings and sponsor success; I don't see it being any different for India. The team at MTV & Bulldog has embraced the look and feel of the show capturing the format of the US version while at the same time managing to create an edgy feel for the MTV audience. I think viewers are in for a real treat and I look forward to the show becoming a regular fixture on MTV.”

zeba@adgully.com