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MTV India and Emami He Deo to launch travel-based show

MUMBAI: Youth entertainment channel MTV India and Emami Ltd’s male grooming brand He Deodorant have joined hands to launch a new travel-based reality show ‘MTV He Ticket’.

Premiering on 9 May, the show will air at 8:15 pm every Saturday. The channel announced the call for entries with the launch of a microsite. 30 participants will be shortlisted through an online ‘All for Entry Mechanism’.

MTV India head sales Mandar Natekar said, “At MTV, we are always looking at providing our audience with unique content and interesting shows. Creating content which is in sync with brand needs is something that we have always excelled in. With ‘MTV He Ticket’, we are extremely excited to launch a unique travel-based show that lets contestants bring alive the brand’s personality of ‘Be Interesting’.”

The 13-week reality show will take contestants on an adventure across India with an ensemble of popular VJs. It aims to encourage youth to ‘Be Interesting’ by treading roads less travelled. It will also test the endurance levels of contestants by making them encounter the extremes.

Emami Ltd director Harsha V Agarwal stated, “India as a country has a vast choice of far-flung places which are non-touristy and yet enchanting. ‘MTV He Ticket’ will be a trailblazing concept that will take the shortlisted participants on a journey to these best kept secrets of our country and, in the process, rediscover the interesting facets that are dormant within them.”

For the first round of selection, prospective participants will have to upload an interesting video on the microsite to impress and convince the MTV judges.

The show will push contestants to the frontier with derring-do acts, finally culminating in a joint performance of a unique task by the VJ and the participant.

The launch of the microsite will be supported by a 360-degree integrated communication, including digital media and point-of-sale activation. An MTV He Ticket backpack has also been launched which the participants will carry during the trips.

Endorsed by Bollywood actor Hrithik Roshan, He Deodorant was introduced earlier last year in a slew of fragrances in six variants.