Launched in February this year,’ Pepsi MTV Indies’ – the new channel from Viacom 18 dedicated to Indie music, film, art, street culture and fashion – has initiated ‘Step Up. Discover’, a multi-media campaign in four different content genres through a series of fun videos. The quirky videos take inspiration from news, daily shows, reality shows and Bollywood item numbers, while focusing on the repetitiveness of the content across screens, both television and digital.
Viewers are encouraged to think beyond the routine of saas-bahu melodrama, overhyped news-room debates, loud item numbers and formulae driven reality shows. They are pushed to discover a new world of independent, brave and fresh content at Pepsi MTV Indies, as a better alternative through ‘Step Up. Discover’.
Apart from television, digital and mobile, the campaign also extends to hangouts, multiplex, radio, nightlife and large-scale college activations. MTV Indies has co-created the campaign with music being composed by Raxit Tewari, lyrics written and and sung by Vishvesh Krishnamoorthy, vocalist for Scribe and director of MTV’s Bring on the Night as well as Dewarists.
Here’s the satirical take on newsroom debates:
Sumeli Chatterjee, Head – Marketing & Insights, MTV and Pepsi MTV Indies said that the campaign is built on principles of micro-targeting. “In true Indie style, this campaign intercepts the audience as they are consuming their routine content.”
A viewer bored of watching a newsroom debate is more likely to run into the newsroom commercial of ‘StepUp. Discover.