Roadies: When India Dared to Stare

Roadies, an adventure-reality show, launched the Dare To Stare challenge across India to increase viewership rates and engage with fans through a mobile staring contest.

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...

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