MTV, HUL Join Hands To Launch 'MTV Films'
In a first of its kind collaboration,
Starting March 23, 2014 at 7 PM, one director's movie will be showcased each month for six months which will be inspired by the philosophies of different
MTV Films kicks off with Anurag Basu's film, 'Real FM'.
Speaking about this initiative, Aditya Swamy, EVP and Business Head of MTV, said, "Content is the No. 1 social currency of today and that makes it the most powerful medium to connect with consumers. Our partnership with HUL reflects the thought leadership both partners bring to the media and marketing world. Getting six superstar directors to create wonderful stories for brands is a coup and we are excited to launch this brand new franchise."
Hemant Bakshi,
Ravi Rao, Leader - South Asia, Mindshare, said, "Mindshare has been instrumental in raising the bar and pioneering innovations for Unilever through its strategic partnerships and alliances. This is yet another initiative for Unilever that will usher in a new era in innovation which will set the template for 'best practices' in the region. We are very proud of this initiative that we have driven with MTV and we look forward to scaling up the model year on year."
Amin Lakhani, Leader-South Asia, Team Unilever, added, "Converting India's passion points into key communication opportunities is our endeavour and a challenge we thrive on. Storytelling is the new mantra to connect with our consumers, something that we have done over the years with much success. This initiative is the new benchmark not just from the uniqueness of the concept, but ably complimented with scale and execution. Moving away from branded placement, into branded content in its most pristine form with this initiative is something we are very proud of."
This distinctive collaboration goes 'beyond
Courtesy: Bestmediainfo
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