Pepsi & Viacom18 To Launch ‘Pepsi MTV Indies’, A 24-Hour Channel For Indie Music & Culture

Pepsi and Viacom18 unveils the identity of their soon to be launched Indie music and subculture channel - Pepsi MTV Indies, starts with a social buzz



There’s good news for Indie music buffs and believers of alternative art. Pepsi and Viacom18 have unveiled the identity of their soon to be launched Indie music and subculture channel – Pepsi MTV Indies. Built in collaboration with independent artists, and the beverage giant as title sponsor, the channel plans to create a platform for independent artists from all genres like music, films, art, comedy and more.

Set to be launched this February, the HD channel will be available across leading DTH and digital cable platforms.

Prior to airing on television, the medium with the highest penetration in the country, “Pepsi MTV Indies” has already started with a bang on digital. A dedicated website has been created for streaming videos along with social presences on networks like Facebook, Twitter and Instagram.

Users can create playlists on the website (screenshot embedded above) as well as stay updated with the latest gigs in the country using ‘Gig Updates’. The ‘Buzz’ section talks about what’s happening in the Indie scene with updates and reviews on bands and albums. These can be shared on Facebook and Twitter too.

The social buzz started by MTV India announcing a 24-hour television channel dedicated to Indian independent music and culture on its Facebook page that is followed by 5.9 million fans. A video heralding the arrival of ‘Pepsi MTV Indies’ was then shared along with its website link.

While more than a 1000 fans have joined the channel’s Facebook page, the Twitter page has close to 300 followers and Instagram account has around 11 followers already.

Additionally, an Android and iOS enabled mobile app has also been built to help discover indie music, bands and artists. Users can identify indie songs using the ‘Tap That Song’ feature, create playlists and stay updated on indie gigs & events, stories, interviews, reviews and more.

Claimed as the world’s largest Indie stage, ‘Pepsi MTV Indies’ seems to be out at just the right time. Audiences have got segmented based on multiple factors like their interests, the devices they use to access entertainment and their need to be a part of a socially connected world.

Great branding for both the youth brands too – one beverage brand that caters to the impatient youth of today with its philosophy ‘Oh Yes Abhi’ and the other media channel that advises the youth to ‘Stay Raw’. Pepsi & MTV have indeed set a new trend for the industry, what do you say?