Mullen Lintas creates campaign for MTV Beats

23 Mar,2017

By A Correspondent


The recently launched Hindi music channel, MTV Beats from the Viacom18 stable, has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music which is almost like a marriage between two soul mates.


Talking about the marketing campaign, Ferzad Palia, Head, Youth and English Entertainment, Viacom18 said: “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘Baap’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood meinhai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”


Commenting on the campaign strategy, Ayyappan Raj, EVP-Mullen Lintas said: “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of BEATS and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.”


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