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MTV Roadies7 eyeing ambient media to talk to target group
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Deepti Aggarwal   
Tuesday, 01 September 2009 00:00 (IST)
NEW DELHI: The longest-running reality show on television, MTV Roadies, has announced the start of its seventh leg. The show, which has become a brand in itself and stretches across as many as 22 product categories, has plans to use ambient media to add to the buzz for this year’s journey of adventure and excitement.

MTV Roadies
Talking to network2media.com, Ashish Patil, GM and senior vice president – creative and content. MTV India, said, “Our target audience are the youth and if you want to reach out to that audience then you need to be omnipresent and out-of-home forms an important part in doing so.” But, the youth channel wants to make use of more dynamic and active OOH media options with a prominent mix of ambient media, which— as Patil likes to call it—is ‘chaotic’ in nature.

Elaborating on the same, Patil said, “We want to use OOH as a platform which can engage the youth dynamically and in an active way.” The show will be promoted heavily across quick service restaurants and other youth hangout zones like multiplexes. BIG Cinemas is the multiplex partner for the show and the channel plans to use properties like Cola-cups and popcorn buckets at the multiplex to communicate with the audience. The channel is also planning to put up customized posters inside washrooms at the multiplex.

On similar lines, the channel also has plans to put up points-of-purchase at partner chains like Barista and McDonalds. To create the added impact, McDonalds will offer a branded meal and the menu would change as the show progresses. Barista would also offer Roadies-branded items on its menu apart from sporting the PoPs. Archies has already been a partner for the show.

Ashish Patil
Said Patil, “These partnerships help us to connect with our target group as a constant reminder in the ambience where they feel most comfortable, reinforcing the brand.”

According to the general manager, the show already has as many as 18 partnerships in place at last count. The channel plans to use the traditional OOH media properties including large format hoardings and digital screens coupled with activations around the time the show breaks on television.

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