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.?