Campaign Details
Brand: RoadiesLead Agency: Madison Communication Pvt. LtdRegion: APAC
Strategy
Objective
MTV Roadies has enjoyed a brand following of over millions in its 15 years of flourishing existence. Touted as India's most enjoyed adventure-reality show, hundreds of thousands fanatics from different parts of the country aim to make it through the audition rounds, but only a handful do so.
Of late however, the show was facing a peculiar challenge. While the audition rounds were filled with anticipation and intrigue, the TV viewership witnessed a decline in the subsequent episodes where the selected Roadies contestants...