MTV, the youth entertainment channel, will launch a new reality talent hunt show, called Kurkure Desi Beats Rock On with MTV, which will be a hunt for India’s ‘desi’ band. PepsiCo India has also come on board to promote its brand, Kurkure Desi Beats.
The show seems to be a perfect brand fit to reach out to the youth and communicate the brand promise of ‘No fun without desipann’. Ashish Patil, general manager and senior vice-president, creative and content, MTV, says, “Music today has become a commodity.
Almost everyone in the industry plays what is popular. But MTV’s job is to play and do what is going to be popular, so the show Rock On, which will put together a purely ‘desi’ band.” The 13 episode series will have 50-60 musicians drawn across four cities - Delhi, Mumbai, Kolkata and Bangalore.
source:bollywood101.com
No comments:
Post a Comment