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MTV brings vampires & werewolves to woo the youth
MUMBAI: MTV India is looking at new ways and means to keep its fickle youth audience hooked on. In its latest endeavour, the channel is all set to launch a new show that focuses on love in a supernatural setting.
‘MTV Fanaah – An Impossible Love Story’ will go on air from 21 July, Monday- Friday, at 6 pm band. Produced by BBC Entertainment, the show will depict the story of teen love featuring vampires and werewolves.
According to MTV India head – marketing and insights Sumeli Chatterjee, the series concept took shape when MTV concluded its youth study, ‘Curious Minds’, with reactions from over 11,000 respondents across 40 cities. The research suggested that while youth are captivated by fantasy love tales, the idea of eternal love also cuts across all SECs.
“Our insights show that youth really likes fantasy fiction. It’s not a new concept. MTV internationally has a successful ‘Teen Wolf’ franchise. The success of ‘Game of Thrones’, ‘Vampire Diaries’ and ‘Twilight’ proves this. But our second insight is that while in their real life commitment is rare and most of them are dating casually, the youth love eternal romance.”
These two insights form the backbone of the show, which will centre around five protagonists.
MTV Head – Programming Vikas Gupta said, “Love is a very strong emotion and with ‘MTV Fanaah’ we really want to push the boundaries of what love can mean to different people and what one can achieve purely through the power of love. It’s a great story and we’re glad to have the biggest and the hottest actors who have a very strong connect with the youth in India.”
A story of multiple protagonists with entwined storylines, all the characters will have grey shades. “Routine serials would portray characters as heroes and villains. You will see a very interesting difference in ‘MTV Fanaah’ as all characters are grey. They are not exactly good or bad, they are good and bad,” Chatterjee added.
Apart from on-air promotion, the show will be supported by a 360 degree marketing plan. The show teasers were launched earlier last month through a leak video featuring the lead actor Karan Kundra biting a girl at a bar which went viral and generated a lot of curiosity.