MTV and Pepsi have their finger on the pulse when it comes to appealing to the youth of today. MTV is the world’s premier youth entertainment brand with a global reach of over half a billion people - and Pepsi, the global food and beverage conglomerate, has been a household name for over a century.
Joining forces, the iconic brands wanted to spark a trend across India by introducing Indie music and creating a subculture that appeals to the youth of today. The aim is to engage this subculture to discover a wide variety of music and indie art, stay connected and have a seamless experience anywhere & everywhere.
To achieve this, MTV adopted mobile as the core of its digital strategy, for building and promoting the Indie subculture amongst their target audience, and creating a unified experience across the 24x7 TV channel, web and mobile.