Flipping the fundamentals: How MTV's Selfie Project delivered a new take on Indian youth
MTV India boasts a significant reach, 170 million through television and 45 million followers on social media, but its youthful audience never stands still and the brand - it thinks of itself primarily as a brand, not just a television channel - has to respond to who they are and how they are changing. At one end of the age range, its target audience is growing up and moving on to new things, while at the other there is a constant influx of...