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

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...

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