Mumbai: Vodafone ?MTV Rush?, directed by acclaimed bollywood director Bejoy Nambiar of ?Shaitan? fame, revolves around 12 characters and the one common string - a 48 hour college festival. It is fast paced storytelling with unexpected twists and turns in every episode. The intrigue and surprises packs the punch in the show. At MTV headquarters, the team decided to do something different while communicating the key peg of the show. They decided to let the audience feel the ?Rush? in its truest sense. MTV created a surge of Rush to surprise the audience, and while doing that, communicated the theme of the show through a unique on-ground experience.

On a Sunday afternoon, a prominent suburban mall in Mumbai city was chosen as a venue. A surprise was planned as a 2 minute Rush-ed drama that caught the oblivious youth hanging out with friends in the mall and multiplex. A high energy drama was conceived to showcase multiplicity of protagonists and curious mix of talent in one power-packed performance. The act started with a floor-cleaner who carries on the mundane cleaning job in the atrium. As the clock ticks, the audience is startled with the screaming voice of a damsel in distress being chased by a biker down the stairs. The act brings together nanchak experts, bmx bikers, soccer free-stylists, b-boys, parkow stunter; and all this spectacle ends with a revelation about the show. The mode of promotion was chosen to reflect the energy, edginess and unpredictability of the show. MTV roped in experts to carry out the stunts and repeated this act every hour on the hour to drive the impact.

Aditya Swamy, EVP and Business head, MTV said ?We were looking to bring alive the emotions associated with the word RUSH... something that was interactive and engaging... And the disruption we managed to create had a multiplier effect once we brought the web to the mix. Add this to the other promotional elements for the show and you have what we call a ?surround sound? marketing campaign.?

To build the curiosity and rush, MTV started promoting the hash-tag #givesmerush on twitter, giving the twitteratis a slice of the thrill and exhilaration. The hash-tag trended for more than 12 hours. The uploaded video that captured the on-ground drama ?Sunday shopping that guaranteed a RUSH!? video has fetched more than 70 thousand views on YouTube.

MUMBAI: Imagine being trapped in a room with strangers, and the walls get crunched everyday to become smaller and smaller. MTV is back with its innovative multi platform reality show ?MTV Crunch ? Season 2?. This time it is more extreme and edgy with 3 power brands like MTV, Tata Docomo and YouTube coming together to make the show more interesting for its viewers. MTV Crunch will premiere on Monday, 4th June 2012 at 8:00pm, every Monday to Friday only on MTV. The show will be streamed live on YouTube 24x7 on www.youtube.com/Mtvindia. Full episodes and uncut footage will also be available to Tata Docomo Users.

Commenting on the show, Aditya Swamy, EVP & Business Head, MTV India, said, Crunch is an orignal format we developed last year. It?s where transmedia storytelling meets a social experiment. Crunch will create 720 hours of non-stop reality, will feature some of India?s most popular reality stars and is a reflection of the space starved urban jungles we live in today. It?s a show where the smartest use of game theory will decide the winner.?

Ritesh Ghosal - Head, Brand Marketing, TATA Docomo added, ?A multi-screen, 24 hour reality show requires interactive access to the content on the internet and consistently high internet speeds to enjoy completely. Between Youtube and Tata Docomo photon, MTV Crunch has the right ingredients to own the youth?s eyeballs and a mind as no TV show has ever managed.?

This year ?MTV Crunch? has brought in many memorable & iconic contestants from earlier shows such as Roadies & Splitsvilla: Nauman Sait who was the winner of Roadies Season 6. Joanna Magge, from MTV Splitsvilla fame. Another popular face of Indian soaps Umar Wani joins MTV Crunch this season as he enters to test his skills to survive the drill. No stranger to reality show survivals is also MTV Roadies Season 6 contestant Varisha Hawelia. Shristii Pankuj and Bosky Bhatia who were also part of MTV Splitsvilla and know about survival on reality shows. Kahkasha, Siddharth and Vickey - the trio from chat house are also back....What?s in store for them??? And many other interesting characters which will add on to the glam & drama, such as the twins Amrin Khan & Afreen Khan and Nauman & Salman Sait who have featured in many TV serials and reality shows.

?MTV Crunch - season 2? will have 6 rooms, 3 contestants in each room over a period of 30 days. Each room will experience a bi- weekly crunch and the room size will be reduced by 25% at the end of each week. This season the format is different and there are some added twists and turns which will add to the drama and take survival in the room to another level.

MTV Crunch will see an elimination every week and the contestants will have to fight it out for survival. MTV Crunch promises to get better and extreme in season 2 with some added twists.

Mumbai: Youth today are risk takers and change-makers. They are aware, curious and believe they can bring about a change for good. MTV launches MTV act on 22nd April ? EARTH DAY, a pro-socio initiative for those who don?t want to sit and watch anymore, for those who want to take action. Finally for those who believe that every action counts!

MTV act is an initiative by MTV to raise a toast to all the young people determined to bring about change in this world, to make it a better place to live. MTV act is a platform that lives 365 days and strives to create awareness on various social causes that need the youth?s attention. The platform also gives the youth a chance to act by taking initiative, participating and engaging directly on issues they care about.

Explaining the concept, Aditya Swamy, EVP and Business Head says, ?Young people are realizing the power they have and want to use it to bring about social change. MTV ACT is a platform where we raise the issues and youth brings the action. Our first initiative ?Don?t Abuse Your Mother ? is a drive to protect our planet. We have to be the change that we are looking for. Because every action counts?

MTV act will work towards making the youth future friendly, MTV act will support organizations, NGO?s, voluntary workers and all individuals alike who are working towards issues concerning the future of the youth. In its phase 1, MTV act is identifying projects conducted by NGOs/voluntary workers and individuals alike who are determined to work on causes like reducing deforestation, saving water, saving electricity, recycling, and finally curbing pollution caused by throwing waste into the environment.

MTV India will leverage its reach across millions of youth to gather support for these causes. Through this platform MTV wants to see a rise in responsible young individuals who believe they can bring about change by acting on issues that affect them.

By encouraging the youth to give back to the society through voluntary work, MTV act aims at creating a more future friendly generation of young Indians.

To create awareness on issues that matter to you and to become future friendly ? Log on to www.mtvindia.com/act OR Contact: act@mtvindia.com

MUMBAI: Have you ever wanted to spend your time running a shack on one of the beaches of Goa? If yes, MTV is launching Captain?s Shack, a show where MTV gives you the chance to live your dream of running the most stunning shack of legendary Caribbean Buccaneer Captain Morgan at the Candolim Beach. MTV Captain?s Shack starting 17th February, every Friday @7pm only on MTV!

If you dream of being the Boss, add Goa as the destination to the description and it will make you chase the dream even harder. MTV & ?The Captain? are offering a once in a lifetime chance to one lucky winner to run the shack in Goa and live his or her dreams at MTV Captain?s Shack.

Fifteen contestants from various walks of life will be given exciting & fun-filled challenges by the anchors Captain Morgan & VJ Nikhil Chinnapa to test if they have got what it takes to be a ?Captain?. To survive the Contestants will be given an equipped shack to run. Right from shopping for raw material, cooking, mixing cocktails, serving the guests and managing accounts - they have to do all it takes to make their shack the most happening hang-out place in Goa. And also surviving the plotting and conspiring to in the game and emerge the ultimate winner.

MTV Captain?s Shack is designed to test the participants? survival instincts, team spirit, managing chores of a shack and co-ordinating the running of a shack. The show will have elements of suspense and drama and every alternate episode 2 contestants will get eliminated depending on how they fair on their task.

Aditya Swamy, EVP and Business Head, MTV India, explains "MTV Captain?s Shack is a concept that reflects the times we live in. Young people are breaking convention and are using their smarts in ways their parents never dared.. Goodbye workstations and morning meetings? Welcome to your brand new job.. Your Shack, Your dream? Do you have what it takes to make the dream come true."

Abanti Sankaranarayanan, Dy. MD, Diageo India, "It?s a pleasure for us to associate Captain Morgan with MTV Captain?s Shack. Captain Morgan is all about having legendary times with your friends. This Reality show celebrates this in a very unique manner which has not been experimented on Indian Television before. It is about group of contestants having great fun and adventure while trying to achieve their dream. MTV Captain?s Shack gives the consumers a chance to live their dream and also experience all that goes into realizing it."

The main ingredients to own a shack are individuals with a tablespoon of passion, generous amount of attitude and a whole lot of desire to be the lucky one to get the keys to the shack and host some of the best nights in Goa.

So gear up with forks, aprons and glasses as MTV Captain?s Shack is here to award a dream job like no other. MTV Captain?s Shack hits the airways with the premiere episode on the 17th of February, 7pm only on MTV.

Mumbai: One more innovation from the iconic brand MTV, in association with Vizeum India, cheers the Mumbai-ites stuck in daily traffic. Traffic jams have become a predictable nightmare across the cities, and Mumbai is no different. Some claim that they spend more than 1/5th of their productive hours in traffic or on roads. In line with its commitment towards music, MTV has literally decided to fill music in the daily lives of the commuters. The innovative OOH campaign designed for Micromax MTV Unplugged combines audio, visual & digital media to bring musical relief to those caught on the roads. MTV?s OOH hoardings, located at prominent positions at traffic choked intersections, highlight a unique radio FM frequency - 90.8 FM. People walking on road, travelling in a car or public transport can tune in to the radio frequency through their car audio (FM) device or personal mobile FM. Once they tune in, they can enjoy the non-stop episodes of Micromax MTV Unplugged and listen to the eclectic mix of artistes featuring in the show. This unique tune-in opportunity will be available through the evening drive time (7PM ? 930PM) through the key arterial roads in Mumbai including SV Road, Linking Road and parts of Western Express Highway. The campaign has been conceptualized by MTV and its media AoR, Vizeum India and executed in partnership with Posterscope, OOH arm of Aegis Media.

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!

Mumbai: MTV, India?s favourite youth brand announced the premiere of its new show ?Micromax MTV UNPLUGGED? at a musical extravaganza organised today at Blue Frog in Mumbai. Eminent singers like Rekha Bhardwaj, Javed Ali, Rabbi Shergill, Mohit Chauhan, Shilpa Rao, eclectic Advaita and Ranjit Barot enthralled the audience with live acoustic music giving everyone present ?a feel? of the show. The ?UNPLUGGED? evening also included an exclusive sneak peek into the show. An unrivalled listening experience - ?Micromax MTV Unplugged? will premiere in India on 1st October 2011, Saturday @8 p.m. exclusively on MTV.

The eclectic ensemble of artist performing at Blue Frog captivated audiences with their brilliant musical renditions as the latter were treated to songs like Durga and Gates of Dawn by Advaita, Ganga Naha Le and Guncha by Mohit Chauhan, Dhol Yara Dhol and Nain Parindey by Shilpa Rao, Guzaarish and Bandish by Javed Ali, Madaniyan and Tere Ishq Mein by Rekha Bharadwaj, Heer and Bilkis by Rabbi Shergill, ending the evening with Zindagi and Maula by Ranjit Barot, all in an unplugged and acoustic format.

On the launch Aditya Swamy, EVP and Business Head ? MTV India said, ?Today we live in a world powered by technology, remixing, re-engineering are the norms. But every now and again we all feel the need to step back, to go back to the basics. Micromax MTV Unlugged is just pure and acoustic - the way every song is born. This is a musical journey that will touch your soul ...?

Pratik Seal, Marketing Head ? Micromax Informatics also commented, ?We are delighted to be associated with MTV UNPLUGGED. This would be a great platform for the viewers to experience some of the great Indian musicians come together to perform. Our target audience has majorly been the youth and young at heart, who want innovative devices and have music as an important part of their life. We strive to cater to their needs. We have earlier come out with a phone with MTV, and with this association, we plan to strengthen our ties.?

?Micromax MTV UNPLUGGED? will showcase an explosion of acoustic music, behind-the-scenes and interview footage interspersed with the performances that are sure to mesmerize the viewers with pure music. Ranjit Barot, film score composer, music director/arranger, singer and drummer par excellence, is the Music Producer/ Arranger for ?Micromax MTV UNPLUGGED? and he has introduced some unique instruments into the mix, taking the whole musical experience to another level. These instruments include a Japanese Taiko drum, Didgeridoo, used by the native Aborigines of Australia, along with Indian instruments like the Tutari, Nad, Khartal, Israj, and many more. On his contribution, he said ?The whole idea behind unplugged music is that the audience should enjoy the fine nuances of the sound of every instrument. Unplugged literally means pulling out the plug. When we talk about unplugged music we are talking about something that is pure, immediate and without any electronics. There?s no hiding behind a studio type of production. I am glad to be associated with Micromax MTV Unplugged, it was a great experience recording with such talented artists and I?m hoping that our Indian audiences like the music we?ve created.?