MTV India: When India Dared to Stare

MTV India, a television channel, encouraged viewership of its reality contest programme Roadies in India by challenging fans to a virtual staring contest.

The communication goal

With the legendary adventure reality show Roadies stepping into its 16th glorious year, MTV India wanted to not only sustain its viewership, but also embark upon an amplification campaign to make the 'Roadies Fan' feel included in one of the toughest contests of skill and strength. To make them feel that they, too, were a part of the Roadies culture!

The situation analysis

For a show that enjoyed a legendary fan following amongst the youth of the nation, MTV Roadies observed a peculiar trend. While the audition rounds were filled with anticipation and intrigue, the show saw...

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