1) The document discusses how MTV has become a preferred marketing partner for brands targeting youth audiences. It highlights several "branded" reality shows MTV has produced for brands like Vodafone, Airtel, Pulsar, Kurkure that go beyond traditional 30-second commercial spots. 2) Cadbury worked with MTV to create hip hop and pop versions of one of its commercials that aired exclusively on MTV for a full day and comprised 60-70% of spots for the entire campaign. 3) MTV offers brands 360-degree solutions across platforms and sizes from small to large. It has over 200 advertisers, more than most Hindi television channels, and holds 45% of the youth revenue share

1. 4 P’s presentation Issue : Oct. 2009 Why marketers love ??? By : PoojaNarwani

3. Traditional 4Ps extended to encompass growth of service industry

6. Roadies On MTV India Today many people’s biggest aspiration is to become a ROADIE. Its coveted! It’s a badge! A Status symbol! And also is Hero Honda Karizma! In show the Roadies use Karizma bikes What started as a unique publicity campaign woven on travel and youth is now reaping dividends for India’s largest bike maker. Incidentally, Karizma is the most aspirational bike in HH’s portfolio.

7. Unlike the general pattern on Hindi General Entertainment Channels (GEC’s) where subsequent season TRPs are lower than the previous one; many reality shows on MTV have been doubling their ratings season after season.

8. “We have doubled volumes and market share in the premium segment in the last two years.” - Anil Dua, SVP-Sales & Marketing, Hero Honda.

9. Why MTV ?? More and more marketers are putting their bucks where their mouth is and are showing more trust in MTV when it comes to engaging customers. Last few years have seen a slew of ‘Branded’ reality shows on MTV including Vodafone Splitsvilla, Airtel Connected, Pulsar Stuntmania, Kurkure Rock On and so on. Today, when the marketers think MTV, they certainly seem to think beyond the 30 second spot.

10. “Big time youth appeal and a strong connect with the target audience is what makes MTV really trick” - Naren Gupta, EVP Planning, Publics India.

11. Cadbury and MTV Cadbury tied up with MTV for the launch of their campaign of ‘meethahaikhanaaajpelhitaariqhai’. MTV created 2 videos, one was a hip hop and the other was a pop version of the original commercial. The day the campaign broke on television, MTV aired only these Cadbury's commercials the entire day. The marketing squad at Cadbury's liked the MTV versions do much that 60-70% of the spots foe the entire campaign aired the MTV version of the original commercial across channels.

12. “ Be it a product, a product variant or a campaign launch or something else we are a preferred destination for marketers when it come to smart marketing association. We offer our clients 360 degree solution across platforms and not just10 second airtime or a title sponsorship. We have solution for all sizes ranging from small to XXL.” - AshishPatil, GM, MTV India.

13. “we offer solutions to our clients ranging from creating a commercial to creating shows to offer online and on ground support. We partner with the brands.” -AdityaSwamy, SVP-Sales and Marketing, MTV India.

14. “ MTV is very strong youth brand. We liked the DNA of MTV. It’s very desi. Despite being an international channel originally, it speaks to the youth here in their lingo.” -DeepikaWarrier, Marketing Director, Pepsico India.