2015 is seeing more brands finding effective ways to engage with the youth. HE, the male grooming brand from Emami has joined forces with youth entertainment brand, MTV for a travel adventure show that will have 20 contestants travel with their favourite VJs. This isn’t the first time for youth brands to partner with MTV but the format in this show is to enhance the brand philosophy of HE – ‘Be Interesting’. Contestants will have to prove themselves in interesting ways during unplanned situations in the journey.
The show titled ‘‘MTV HE Ticket’ is set to premiere on MTV on May 9, and has been taking in online registrations through the website created for the reality show. All one had to do was create a video showcasing their most interesting aspects and share the YouTube link along with their details on the site. Alternately, one could also buy a can of HE deodorant, click a selfie along with it and enter the barcode in the registration form to get their entry directly noticed by the judges!
The shortlisted participants need to gather maximum votes from their friends. Both the brands have made extensive use of their social media properties to spread the word. Videos featuring the VJs – Bani, Jose, Rannvijay have been shared on the HE Facebook and Twitter pages, along with visuals calling out for the adventure-inclined. The videos bring out their interesting side.
Here is Rannvijay showcasing his interesting side and challenging the other VJs to be just as interesting:
Visuals tweets to do the talking:
— HE Be Interesting (@HeBeInteresting) April 3, 2015
— HE Be Interesting (@HeBeInteresting) May 3, 2015
The show offers the right platform to reflect HE’s brand philosophy and going further can be a permanent branded content show much like the award winning MTV Roadies, a travel adventure based show running in its 12th season this year.
Last year, HE had launched the ‘League of Interesting Men’ – a 21 day challenge where fans had to complete daily challenges while going about in their lives. The challenges could be anything from photo bombing your boss to driving an auto rickshaw to doing a public performance. Participants had to login through their Facebook id and submit their entries in picture or video format. While the grand prizes included Apple MacBook Air, Xbox Connect and Xiaomi mobile, the ultimate gratification was to become a part of the elite group of men who would represent ‘The League of Interesting Men’. Read “Why Emami Created The League Of Interesting Men“.
Apparently, the association with MTV this year would boost the brand’s interesting quotient further. MTV has just released a short preview of the first episode: