MTV India: Bas Phoonk Hi Toh Maarni Hai

MTV India, a television channel, created a mobile browser-based game to promote its new task-based reality show among Indian millennials.

Campaign details

Brand: MTV IndiaLead Agency: Madison MediaRegion: APAC

Strategy

Objective

In 2018, MTV India launched Ace of Space, a task-based reality show that saw contestants battling it out to survive space crunch. While the show received good launch ratings, the channel started realizing that fans haven't yet been able to connect entirely to the show. The impact of the show had to be magnified, and for that, the experience of the show's format needed to be 'personalized' by every fan. MTV India wanted to make every fan feel the pinch of surviving diminishing spaces....

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