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Pepsi MTV Indies launches first marketing campaign ‘Step Up. Discover’

MUMBAI: Pepsi MTV Indies is all set to give the audience a glimpse into the indie world through its first ever marketing campaign titled ‘Step Up. Discover’.

As the tagline suggests, it implores people to ‘step up and discover’ the indie subculture. The fun, quirky, disruptive marketing campaign launched across screens aims to make viewers pause, laugh and explore.
MTVThe campaign will take viewers by surprise as it taps the digital natives and gives them a surprise when they log in to check their favourite shows or Bollywood songs. Viewers might just be surprised with something ‘musical’ and will be greeted by a series of quirky and fun films that implore them to think beyond the routine.

The channel will give the viewers a peek into refreshing alternative to the banal monotony through this tongue-in-cheek campaign. It challenges people to move beyond daily soaps and news fights to step up and discover a new world that explores the hidden India and independent artists. It aims to engage with a wider set of curious audience eager to explore the world of the indie subculture while consuming mainstream content.

Pepsi MTV Indies and MTV head marketing and insights Sumeli Chatterjee said, “The audience is curious to think beyond the routine content and explore the new talent across music, films and comedy. Mainstream has become formula driven, routine is boring, and MTV is stubborn about killing the boring. ‘Step up. Discover’ is not just a campaign line, it is also the brand philosophy that will guide programming on the channel. Pepsi MTV Indies will enable the viewers’ discovery of the pulsating indie subculture.”

MTV02The campaign has been co-created with a collective of independent musicians, lyricists and film-makers to stay true to the spirit of the movement. The music of the ad has been composed by Sky Rabbit frontman Raxit Tewari, and the lyrics have been written and sung by Vishvesh Krishnamoorthy, vocalist for Scribe and director of MTV’s ‘Bring on the Night’ as well as ‘Dewarists’.

The launch campaign takes a satirical look at repetitiveness of content across screens while the videos ensure the viewers have a good laugh. Each video has a deep-seated message that aims to provoke viewers to sample a new world of independent, brave and fresh content up on offer at Pepsi MTV Indies.

Chatterjee added, “The campaign is built on principles of micro-targeting. There are multiple videos that address multiple genres of content. In true Indie style, this campaign intercepts the audience as they are consuming their routine content because that is exactly the time the viewer is open to discovering more in the same genre.”

In addition to TV, the campaign is also skewed towards digital including web and mobile, hangouts, multiplex, radio, nightlife and large-scale college activations.