MTV Hustle 2.0: BotHard – The world’s first-ever AI-based rapper

Ketan Rambhia, Mehak Jaini

Rap reality show MTV Hustle fused culture and technology in an AI-based campaign that raised awareness of rap and hip-hop, taking the series out of the shadows and into the mainstream in India.

Campaign details

Brand: MTV Hustle Brand owner: Viacom18 Entrant company: DDB Mudra GroupIdea creation: DDB Mudra Group Mumbai Market: India Sector: TV channels, services, programmes Media channels: Social media, Online video, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

In a country dominated by film music, where rap existed in fringes, MTV Hustle, a first-of-its-kind rap-reality-show, had to open up young-curious-experimenters to sampling rap.

We realised that these young-experimenters were open to exploration only when they found their personal stake...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands