Pepsi & MTV India to launch Pepsi MTV Indies

05 Feb,2014

By A Correspondent


Viacom18 Media Pvt Ltd, a joint venture between Viacom Inc and Network18, has revealed the identity of its soon-to-be-launched Indie music and sub-culture channel – Pepsi MTV Indies. PepsiCo India is title sponsor of the channel.


Led by Music, Pepsi MTV Indies will also reflect other subcultures like independent films, art, comedy and more, thereby taking these alternative art forms into the homes of millions. The channel will be launched this month (in February), in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms. Indies will have a strong presence on the internet and can be accessed via the mobile and with apps. On-ground activities are an integral part of the new offering.


Sudhanshu Vats

Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats said, “At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.”


Talking about the first of its kind brand association in India, Deepika Warrier, Vice President- Po1 Marketing PepsiCo India said “Music is a key youth passion point and Pepsi’s biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers”


Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity. “The launch of the channel coincides with the debut of Pepsi’s global logo and visual identity system in India. Celebrating revolution, engagement and the impatience to be more, Pepsi continues to change the way the young see the world and the way the world sees them,” Ms Warrier added.


Aditya Swamy

Announcing the launch of the channel, Aditya Swamy, Business Head, MTV India said, “MTV is the cultural home of the millennials, musicians and artists across genres. Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India.”


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