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...