MTV launches paan promotional campaign
MTV Networks India, a Viacom company has launched a new brand identity campaign called ‘Dharti Ke Laal - The Brotherhood of Paan’.
By TNN |
MUMBAI: MTV Networks India, a Viacom company has launched a new brand identity campaign called ‘Dharti Ke Laal - The Brotherhood of Paan’.
Twelve promotional spots went on air November 25. The ads which are a minute or two in duration have been conceptualised and written by MTV and directed by Flying Saucer Films.
The special effects and computer graphics have been done partly in India and in Malaysia in collaboration with MFX, a Malaysia-based studio. “Only MTV can make paan-spitting cool. Its fun, it’s unpredictable and it’s completely MTV!” said Cyrus Oshidar, senior VP -creative and content, MTV India.
Apart from the TVCs, the channel has launched a website called www.dhartikelaal.com, it plans to brand the top 5 paan shops in major cities like Mumbai, Delhi and Kolkata and will run the spot across cinema screenings in the new movie ‘Dhoom 2’ for a month as a part of a customer involvement initiative.
It also plans to launch a paan under the same name. “We will continue the kind of promotions that we have been doing for MTV with real life people like The Liftman and the on ground promotions like MTV Youth Marketing Forum, Roadies and Style Awards, among others,” said Aditya Swamy, VP marketing, MTV India.
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