MTV Beats is a Hindi Music Channel. The brand was looking for an opportunity to create recall while portraying themselves as a Bollywood music channel.
On the occasion of Amitabh Bachchan’s Birthday we decided to solidify this association and drive engagement for MTV Beats. Huge gatherings of crowd were expected outside Jalsa in Juhu on the eve of Amitabh Bachchan’s birthday. MTV took the crowd by surprise by distributing branded Balloons and printed T-shirts- ‘Happy Birthday to Bollywood Ka Shahenshah.’
This unique activation helped increase brand affinity and ensured MTV Beats was engrained in the minds of the consumer as a go to channel for Bollywood Beats.