18, Oct 2023
India’s biggest rap battleground is back! POCO ‘MTV Hustle 03 REPRESENT’ gears up for a blockbuster season!
18th October 2023; Mumbai, India: Building on the mega-success of MTV Hustle 2.0, India’s leading youth entertainment channel, MTV from Viacom18, announces the highly anticipated return of its iconic desi hip-hop reality show. POCO MTV Hustle 03 REPRESENT, co-powered by GOVO Soundbars, T-Series, Wildstone, and Appy Fizz, the latest season will bring unprecedented, fresh rap sounds from all corners of India. The show is set to premiere on October 21, and air every Saturday and Sunday at 7:00 pm on MTV and JioCinema.
Desi hip-hop has found its own voice and following in recent years. The new season acknowledges its growing presence across India, representing its youth, people, and ideologies. As the show has emerged to be the definitive stage for fresh rap talent, ‘India Ab Tumhari Baari’ is the season’s clarion call, urging young India to proudly celebrate the representation of their hood, culture, music, passion, stories, beliefs, issues and even identity. This season is poised to reinforce MTV as a culture catalyst for young India.
Leading the charge once again will be none other than the trailblazing rap supremo and global rap artist Badshah. To hone talent and create industry-ready professionals, eminent Indian rap powerhouses Ikka, Dee MC, Dino James, and EPR will assume the role of Squad Bosses. This time, the stakes will be higher for them, and not just the contestants. Packed with meticulously designed cutting-edge graphics and acoustics, the new season’s performances will have a concert-like vibe, amplifying the excitement and vigour three-fold for fans. Musically inclusive, the songs will also feature regional, folk, Bollywood influences and unplugged versions. Fans can also access their favourite performances on multiple platforms including KaanPhod Music.
The grand success of the previous season, which featured 100+ chartbusters and viral hits, has given an impetus for the latest one to transform into an equalizer bringing underground rap talent with varying degrees of experience, forte, and prowess – all on the same stage. Intensifying the competition, the pan-India talent pool will be challenged through different episode themes, to diversify their skill set, musicality, and performances across rap genres like chill hop, lo-fi, trap, jazz, and more.
Anshul Ailawadi, Head – of Youth, Music, and English Entertainment, Viacom18, said, “MTV has always been a co-creator in India’s evolving youth story. The stage of MTV Hustle has truly pioneered the desi hip-hop revolution, with a powerful cultural impact across the sub-continent. The new season will represent India’s youth in the truest sense. We’re proud to bring this sonic revolution, across multiple platforms for our audience.”
On this exciting partnership, Himanshu Tandon, Country Head, POCO India, said, “Rap is more than just music; it’s a powerful expression of the youth’s unyielding spirit. POCO has always been the brand for those who dare to be different, who embrace challenges, and who set new trends. Our association with MTV Hustle 03 REPRESENT is a testament to our commitment to understanding and empowering the vibrant energy of the young generation. Through this collaboration, we’re not just sponsoring a show; we’re becoming a part of a cultural movement that resonates deeply with the millennial and Gen Z audience. POCO is thrilled to amplify the voices of India’s rap sensations and contribute to the growth of an art form that speaks volumes about the passion and resilience of our youth.”
Recently the IP was in the news for its ground-breaking global partnership with T-Series. In a first-of-its-kind initiative by a non-fiction IP in India, this partnership provides exclusive music rights for worldwide distribution. Amplifying the vision of building industry-ready rap professionals, the show is committed to empowering artist journeys at a global scale.
For the exciting third season of Hustle 03, JioCinema has planned a range of exciting and engaging interactivities for its viewers. A Fantasy League has been designed that will allow audiences to make their own squad and win points for predicting which contestants will get Radio hit, highest squad scores, and who will be eliminated. The person who wins will stand a chance to watch the show live. Adding to the entertainment is a fun a-watch-and-win contest where viewers will be asked one question during the Sunday episode that will allow viewers to win exciting prizes daily. Everyone is aware of the popular meme culture, keeping this in mind, the audience will be given templates from the iconic show on which they can create their own memes. The immersive interactivities above is sure to make this season of Hustle on JioCinema an engaging experience.
Get ready to witness the rise of the next generation of hip-hop stars as they REPRESENT India like never before with POCO MTV Hustle 03 REPRESENT, starting October 21, every Saturday and Sunday, at 7:00 pm on MTV and JioCinema!
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- By Rabindra
6, Oct 2023
MTV redefines success for the youth, unveils ‘MTV Question Marks’ campaign
Mumbai, India, October 06, 2023:
India’s leading youth entertainment brand, MTV, from Viacom18, one of the largest media conglomerates of the country, launches a brand-new culture-defining youth campaign, ‘MTV Question Marks’. As a part of the pro-socio initiative, MTV organized a ‘mindset reorientation workshop for parents’ to reduce academic pressure on today’s youth.
The workshop took place in the presence of Cause Ambassador and renowned writer, producer, and mental health activist, Shaheen Bhatt, mental health experts Aanchal Narang – Founder of Another Light Counselling, Psychologist, Anureet Sethi – Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Network on the stage along with Arushi Sethi Shah – CEO, Co-Founder, Trijog – Know Your Mind and Ankur Goel – Founding Member & COO at Drums Food.
MTV’s latest campaign takes a bold step to redefine the role of academic marks as the sole measure of success. The campaign’s messaging ‘Marks Hai Benchmark Nahi’ is rooted in consumer insights. A comprehensive youth study by MTV focused on 15-25 yr. olds showed that 60% of them are closer to their parents than their friends. Interestingly, despite this affinity, more than half avoid debating their parents assuming they would not see their point of view. Based on this insight and the pressure to score high marks, MTV Question Marks aims to open a sustainable dialogue between youth and their parents, who they consider as the first and the safest harbour for difficult conversations.
MTV collaborated with highly qualified experts, creating a resource bank and providing channels of counsel and communication on their dedicated campaign microsite www.mtvquestionmarks.com. MTV also unveiled an impactful and novel brand film that elevates the core message of the campaign, questioning the overdependence on marks as a metric for a successful life. The film encourages parents to step up and change the narrative, by staunchly supporting and shaping their child’s unique path to success.
Speaking on announcing its latest campaign, Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.”
To expand the campaign’s reach, MTV has forged strategic partnerships. Snack Partner Epigamia, through its co-branded, limited edition yogurt edition with the tagline ‘Naye Zamane ka Dahi Shakkar’ packaging will add a creative dimension, enhancing the campaign’s visibility and appeal to a wider audience.
Rahul Jain, Co-founder & CEO, of Drums Food International, said, “We are proud to partner with MTV on this campaign, a noble initiative aimed at reshaping the way parents perceive success for their children. Our limited edition yogurt ‘Naye zamaane ka dahi shakkar’ symbolizes the support we offer to parents and students during the stressful exam season. We believe in nourishing not only bodies but also minds. It’s more than just yogurt; it’s a taste of confidence and well-being in every cup.”
On the association, Aanchal Narang, Founder of Another Light Counselling, a Psychologist said, “Exams are often equated with a child’s capability to succeed, which is unfair threshold. With this campaign, we hope to create a space where parents can learn and understand their children in a way most have not before. We aim to help parents navigate through their children’s academic life while being empathetic and compassionate.” Youth Mental Health Partner Another Light Counselling has been an integral collaborator in giving life to the parent-focused workshop, providing resources for mental health management, and driving a meaningful conversation through it.
“We champion celebrating efforts, debunking the misconception that top academic performance defines worth. Our campaign emphasizes nurturing environments, acceptance, and mental health support, bridging the gap with Trijog.” Added, Arushi Sethi, CEO, Co-Founder, Trijog – Know Your Mind
Anureet Sethi, Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Network mentioned, “We challenge the belief that academic success guarantees happiness. By prioritizing emotional resilience, empathy, and compassion, we pave the way for societal stability. Join our campaign to shift focus from IQ to EQ, creating a stronger, empathetic society.”
Wellness Partner Trijog, an expert in mental health support, will provide vital about 100 free counseling sessions to the campaign participants and a handbook with critical information on dealing with exam stress, ensuring the campaign’s impact extends beyond its initial duration. The campaign will also promote the Government of India’s Department of Public Health and Welfare’s initiative, the National Tele Mental Health Programme of India – Tele MANAS, a comprehensive mental health care toll-free helpline number that makes mental health services accessible and free to every individual. Yashlok Foundation, a renowned not-for-profit organization, supported the cause as an Awareness Partner.
Special Guest Dr. Ravinder Singal, (ADGP) Additional Director General of Police of Maharashtra Highway Traffic Police shed light on the importance of youth mental health in the context of academic stress, saying, “The growing stress on kids today makes me want to share this important message with all parents. I really think that true success comes more from being brave and trying new things than just from grades. While grades show what a student remembers, they don’t show who they really are inside. Just getting good grades doesn’t mean you’ll be successful.
There are many opportunities waiting for our kids. We should all work together to make sure our kids feel good mentally and emotionally, helping them find these opportunities. Let’s be a strong support for our kids, helping and understanding them instead of pushing them too hard. We should always listen to them, helping them in good and tough times. And if we think they need extra help with academic stress, it’s okay to ask experts. After all, grades are just one way to see how a kid is doing, kyunki marks hain, benchmark nahi.”
The ‘MTV Question Marks’ campaign aims to create a seismic shift in perceptions of success, and the consequent academic pressure. By creating a nationwide movement that empowers the youth and parents to value individual growth and personal exploration, MTV stands at the forefront of championing a brighter, more balanced future for the youth of India.
