MTV & Bulldog Media launch second season of ‘India’s Next Top Model’

08 Jul,2016

By A Correspondent


MTV is set to introduce a bunch of supermodels on television with the second season of ‘India’s Next Top Model’. CBS Studios International has once again licensed the India format rights for the reality competition series ‘America’s Next Top Model’ to Mumbai-based Bulldog Media and Entertainment. The show will be produced by Bulldog and will premiere July 10 at 7pm on MTV.


Model and actress, Lisa Haydon will host, popular photographer, Dabboo Ratnani will judge, and VJ and actress AnushaDandekar will be the grooming expert, Neeraj Gaba will mentor the girls as they reprise their roles for the second season of the show. The upcoming season will follow the journey of thirteen young girls as they are transformed into professional models.


Ferzad Palia, Head, Youth and English Entertainment, Viacom18 commented, “India’s Top Model is a global platform that allows young women to express who they are through fashion. It’s a format that has enjoyed the status of being the audience favorite on MTV for its cutting edge fashion and drama. In its second season, viewers are in for a delightful experience as we are setting about to transform the ordinary into the extraordinary and in some ways questioning and redefining existing beauty norms in India.”


MTV has planned a impactful 360 degree marketing plan with high media buzz which includes television, radio, print and digital (mobile and web) across metros and non-metro target markets to promote the second season. Along with a widespread outdoor campaign and radio plan focusing on the show’s concept, MTV will be driving fan engagement through multiple activities on digital assets using live interaction with the judges, mentors and contestants.


Speaking at the launch Akash Sharma, Co-Founder and Executive Producer, Bulldog Media and Entertainment said, “This format is a global hit format. It has been done in over 20 countries as local versions. It is syndicated in 110 countries allover. So, for India it was only natural that there would a place for the franchise in the Indian market. We acquired the rights from CBS and started the development along with MTV, for the Indian version. Once we got the right sponsors on board then we went in to production.”


MTV has partnered with Twitter for this show to enhance viewer engagement through some of their services in India. These include activating fan interaction through the newly launched Twitter Blue Room as well as the exclusive camera app on Twitter to make relatable and engaging digital content on the platform. The contestants will undergo a full scale Twitter workshop to fully utilize the power of the medium for fan interaction. Through all these initiatives, MTV India and Twitter want to ensure that the Indian edition of the global franchise is the most talked about property on the platform. Also, MTV will be using Snapchat for showcasing an exclusive sneak peek of the look and feel of the show as well as real time reactions on MTV’s Snapchat handle MTVIndia. The channel will also be using Instagram to showcase an exclusive video wherein the best looks from the show get highlighted every week.


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