and over the last three years, the channel has been growing consistently by over 100%.
Ninteen year old Anchit, a second year B. Com student at Delhi University, is single-mindedly focusing on becoming a Roadie. He has been appearing at the show auditions for two consequetive years now, but has not been able to make it so far. The failed attempts, however, have not discouraged Anchit’s spirit to live his dream. “I am sure next year I will clear all the rounds and become a Roadie. I will prove myself,” he resolutely told 4Ps B&M.
And there are millions of Anchits out there. Their biggest aspiration in life is to become a Roadie. Just click on the Orkut community for the seventh season of Roadies (auditions to go on-air in November 09’) and you can see for yourself the cult following for the show. It’s not just about the over 90,000 registered members, but go through the discussions and polls and you realise that becoming a Roadie is considered the single most significant achievement here. It’s coveted! It’s a badge! A status symbol! And so is Hero Honda Karizma! In the show, the Roadies take their respective Karizma through grueling terrains, harsh weather conditions and of course their own impatience… What started as a unique publicity campaign woven on travel and youth is now reaping rich dividends for India’s largest bike maker. Adds Anil Dua, SVP-Sales & Marketing, HH, “We have doubled volumes and market share in the premium segment in the last two years.” Incidentally, Karizma is the most aspirational bike in HH’s portfolio.
The best part is that MTV’s marketing success stories are no longer linked to just Roadies or Karizma. More and more marketers are putting their bucks where their mouth is and are showing more trust in MTV when it comes to engaging consumers. Last few years have seen a slew of ‘branded’ reality shows on MTV including Vodafone Splitsvilla, Airtel Connected, Pulsar Stuntmania, Kurkure Rock On, Kingfisher Fast & Gorgeous and so on. Today, when marketers think MTV, they certainly seem to think beyond the 30-second spot! Take the channel’s latest hit Pulsar Stuntmania. The show got an average TRP of 0.8 which is impressive keeping in mind that big ticket reality shows on GECs get an average TRP ranging between 1-3 points. What’s more impressive however are the results for the Pulsar bike, which has registered a 30% jump in sales after the show’s launch. An elated Milind Bade, GM Marketing (two wheelers), Bajaj Auto says, “We are in for the second season of Pulsar Stuntmania…The work is in progress. We are just giving it some breathing space but we will be on air again, some time next year…” And that statement brings us to another interesting fact. Most such engaging and compelling marketing associations on MTV have been going on for years. Pepsi Youth Icon has been around for 10 years, Hero Honda Roadies is entering its seventh year and Splitsvilla is preparing for its third season. And why not? Unlike the general pattern on Hindi General Entertainment Channels (GEC’s) where subsequent season TRPs are lower than the previous one; many reality shows on MTV have been doubling their ratings season after season. The season’s average rating for Roadies 6 was 3.11 – more than double the ratings for Roadies 5 (1.5). Similarly, the season average of Splitsvilla doubled from 0.65 in Season 1 to 1.5 in season 2. “Big time youth appeal and a strong connect with the target audience is what makes MTV really tick,” says Naresh Gupta, EVP Planning, Publicis India.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
Ninteen year old Anchit, a second year B. Com student at Delhi University, is single-mindedly focusing on becoming a Roadie. He has been appearing at the show auditions for two consequetive years now, but has not been able to make it so far. The failed attempts, however, have not discouraged Anchit’s spirit to live his dream. “I am sure next year I will clear all the rounds and become a Roadie. I will prove myself,” he resolutely told 4Ps B&M.
And there are millions of Anchits out there. Their biggest aspiration in life is to become a Roadie. Just click on the Orkut community for the seventh season of Roadies (auditions to go on-air in November 09’) and you can see for yourself the cult following for the show. It’s not just about the over 90,000 registered members, but go through the discussions and polls and you realise that becoming a Roadie is considered the single most significant achievement here. It’s coveted! It’s a badge! A status symbol! And so is Hero Honda Karizma! In the show, the Roadies take their respective Karizma through grueling terrains, harsh weather conditions and of course their own impatience… What started as a unique publicity campaign woven on travel and youth is now reaping rich dividends for India’s largest bike maker. Adds Anil Dua, SVP-Sales & Marketing, HH, “We have doubled volumes and market share in the premium segment in the last two years.” Incidentally, Karizma is the most aspirational bike in HH’s portfolio.
The best part is that MTV’s marketing success stories are no longer linked to just Roadies or Karizma. More and more marketers are putting their bucks where their mouth is and are showing more trust in MTV when it comes to engaging consumers. Last few years have seen a slew of ‘branded’ reality shows on MTV including Vodafone Splitsvilla, Airtel Connected, Pulsar Stuntmania, Kurkure Rock On, Kingfisher Fast & Gorgeous and so on. Today, when marketers think MTV, they certainly seem to think beyond the 30-second spot! Take the channel’s latest hit Pulsar Stuntmania. The show got an average TRP of 0.8 which is impressive keeping in mind that big ticket reality shows on GECs get an average TRP ranging between 1-3 points. What’s more impressive however are the results for the Pulsar bike, which has registered a 30% jump in sales after the show’s launch. An elated Milind Bade, GM Marketing (two wheelers), Bajaj Auto says, “We are in for the second season of Pulsar Stuntmania…The work is in progress. We are just giving it some breathing space but we will be on air again, some time next year…” And that statement brings us to another interesting fact. Most such engaging and compelling marketing associations on MTV have been going on for years. Pepsi Youth Icon has been around for 10 years, Hero Honda Roadies is entering its seventh year and Splitsvilla is preparing for its third season. And why not? Unlike the general pattern on Hindi General Entertainment Channels (GEC’s) where subsequent season TRPs are lower than the previous one; many reality shows on MTV have been doubling their ratings season after season. The season’s average rating for Roadies 6 was 3.11 – more than double the ratings for Roadies 5 (1.5). Similarly, the season average of Splitsvilla doubled from 0.65 in Season 1 to 1.5 in season 2. “Big time youth appeal and a strong connect with the target audience is what makes MTV really tick,” says Naresh Gupta, EVP Planning, Publicis India.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM exposes Career 360 and Mahesh Peri scam
IIPM - We will change your outlook : Career 360 and Mahesh Peri scam is exposed
IIPM Related Links
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
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