Youth oriented television channel MTV India has been increasingly adapting itself to the digital medium. For today’s audiences that are divided across multiple screens, MTV India has brought a range of entertainment options in the form of exclusive web series and web-based reality shows. In its latest web offering, MTV India has tied up with grooming brand, Philips for its digital show “Philips MTV The Look”.
The show features one of Bollywood’s most promising young talent and reigning social media talk point, Alia Bhatt who is also the brand ambassador of the Philips range of beauty products. MTV video jockeys Bani and Gaelyn are also seen giving her company, where Alia is seen sharing some of her favourite styles, tips and tricks to create interesting hairdos, along with the VJs, in each of the web episodes.
In the first episode of “Philips MTV The Look – Clubbing Night”, Alia uses the Philips Multi-Styler to style VJ Gaelyn’s hair for a nightout at the club. In addition to the demo on creating waves in her hair, Alia also shares the other ways of styling hair with the same product, thus bringing out its multiple benefits.
The video was uploaded on the MTV India YouTube channel on the 5th of September, 2014 and also shared with the brand’s Facebook fan base of 7.5 million. The two-and-half-minute video on YouTube has received over 9K views.
‘The Look’ also has a dedicated web page that features the videos and gives complete information about hair styling products by Philips. The first episode video embedded at the website has crossed over 10K views.
— MTV India (@MTVIndia) September 9, 2014
Cashing in on branded content
The women of today wants to look her best at all times and wants to do it all by herself. Bringing Alia on board and creating DIY hairstyling videos with her appeals to this stylish, female consumer segment always wanting to experiment with their looks. Apart from making for an interesting product demo, it also cashes in on the popularity of the young actress on social media.
This is the first time we see a brand ambassador taking an active part in the episodes, implying – if she can do it all by herself, so can I! Branded content earlier featured the face of the brand as just a face. and not actually demoing the product.
With over 7.5 million fans on Facebook and 1.26 million followers on Twitter, MTV India brings with it a large section of the social savvy youth demographic, and good exposure for Philips. Branded content seems to be the next big thing in digital marketing.