MAYURESH CHAVAN URJITA DESHMUKH & ASAD HOOSAIN BITW

INTRODUCTION

• MTV Roadies is a youth-based popular reality television show on MTV India.

• It is an Indian version of the show, Road Rules(1995).• Launched in 2000.• Show is sponsored by Viacom 18.• Hosted by Raghu Ram and Ranvijay

Singh.• Completed X successful seasons

and currently going through XIth season.

• India's longest running reality show in the youth genre• 10 years after hitting television screens, MTV Roadies

has become a cult youth brand.• The youthfulness of the show is obvious even behind

the scenes

AUDITIONS Style

• The auditions are conducted by popular VJ's like Raghu Ram, Rannvijay Singh, Nikhil Chinapa and Rajiv Laxman.

• Fill out a form and then attend a Group Discussion (GD). • The form consists of basic questions regarding the applicant and includes

some questions like "Why do you want to be a Roadie?" and "What is the greatest regret of your life?" etc.

• Moderators watch the performance of all the applicants in this GD and then they shortlist some people who are called on the next day for the Personal Interview round.

• This personal interview takes place with some of the above mentioned VJ's. These interviews are known to be intense and try to bring out the true nature of the participant. These interviews often have abusive language and the interviewers don't like applicants who have lied on the application form.

FORMAT

• The selected Roadies are given Hero Honda Karizma(till 9)bikes to travel on a pre-decided route.

• Each episode features a vote-out at the end in which the roadies eliminate one of their fellow roadie, thereby decreasing the number of roadies carrying on with the journey.

• Each episode consists of number of tasks or challenges which they have to perform. These tasks can be either "Money tasks" or "Immunity tasks". In the "Money tasks", the roadies add cash to their account on successful completion of these tasks while in "Immunity tasks", the team which wins gets Immunity .

• The team which attains Immunity becomes safe from vote-out i.e. its members cannot be voted-out in that episode. The above mentioned tasks are either team-based (i.e. performed between two or more teams) or individual-based (i.e. performed one- on-one)..

• The fifth season was the first time when an "Advantage task" was introduced. The winner of the "Advantage task" gets some advantage in the vote out, which may multiple votes or being the only one(s) to vote.

SEASONSSeason Network Host Contest

ants Winner Destination

1

MTV India

Cyrus Sahukar 8 Rannvijay Singh

India2

Rannvijay Singh

10 Ayushmann Khurrana

3 13 Parul Shahi

4 13 Anthony Yeh

5 13 Ashutosh Kaushik India, Thailand, Malaysia

6 20 Nauman Sait India, Australia

7 14 Anwar Syed India, Kenya, Egypt

8 13 Aanchal Khurrana India, Brazil

9 13 Vikas India, United States

10 16 Palak Johal India

The Success

• Over 2 million people auditioned since 2003• Major viewers form Mumbai, Delhi, Punjab, Rajasthan, Uttar

Pradesh and Pune• 60 million viewers for 7th edition, 80 million for 9th edition and

100 million for 10th edition • 10th edition was simulcast in 35 countries including US,

Australia, New Zeland etc.• International appeal

Reasons behind it

• Unbridled Passion: Hosts, participants, crew makes it authentic and enthusiastic

• Engaging content: Youngster loves it. It is on TV as well as on Digital platform

• Success factors: People+ Tasks+ Journey= Super adventure• Conflict and provocations: Add entertainment and surprise• Real- Raw- Authentic- Honest

MARKETING

• IDEA, MTV partner to develop Roadies on mobile, web:IDEA Cellular is partnering with MTV Roadies to launch the 'IDEA

Mobile Roadie Challenge,' in an attempt to create a mobile customer engagement program. The IDEA Mobile VAS Contest has been developed by OnMobile and the IDEA Roadies website has been developed by Tribal DDB, along the lines of the TV show, and will incorporate the voice of the show's judge Raghu Ram.

IDEA subscribers will have the chance of competing for the title of 'Mobile Roadie' and win a cash prize of Rs. 1 Lakh. Nine other finalists will win a cash prize of Rs. 5,000 each. The idea behind the mobile application was to re-create the Roadies' experience, virtually. The mobile version of the game offers tasks, similar to those given to the Roadies' contestants on the TV show.

• STRATEGY: Reach out to our viewers and enable them to influence their social circle about Roadies.

• CONTENT STRATEGY: Sneak peaks, full episodes, behind the scene pictures, gossip & leaks. Quick contests & gratification Simulcast on TV, Web & Mobile Long & short form Roadies content available on microsite, Facebook, YouTube and on mobile. Uncensored clips & full episodes! Live Chat with hosts & contestants. To ensure we reached out to our consumer multiple times on a daily basis.

• LISTENING STRATEGY: We were all ears on our MTV Roadies Facebook page On-Air Programming Content was edited according to the fan’s demands. FB-Meetups/Tweetups before airing of episodes. Regular polls & tweets to find out who is trending on the show

• INTERACTIVE STRATEGY: Live chat with Raghu, Rajiv, Rannvijay & contestants! Raghu’s blog on the website. Contests on Facebook & Twitter. We wanted to keep the consumer involved 24/7 right from the beginning of the show to the very end.

• A college connect program targeted at over 200 colleges sees Raghu and Rannvijay visiting the colleges and integrating with college festivals and college bike rallies across cities.

• The channel is reaching out to over 150 power towns across UP and Gujarat through several BTL activations. 

• Roadies is active on social media as well with nearly 20 million visitors on its micro-site and around 7.8 million fans on Facebook.

SEASON 8 PROMO

• Each season of the show undergoes production for about 10-11 months.

• The actual competition takes place for 40-60 days and is telecast for close to 20 weeks

STRA TEGY

Sneak Peeks,Full Episodes,

Behind theScenes,

Gossips &Exclusive Pics

CONTESTS

TAG r YOUR r FRIEND CONTEST

SUBMIT A PIC WITH ROADIES T-SHIRT CONTEST

UNCENSORED & RAW EPISODES onWEBSITE & YOUTUBE

LIVE CHAT WITH RAGHU,Ranvijay & CONTESTANTS EVERY WEEK

Raghu`s Blog updated -wice a Week

AUDITION VIDEOS VIRALLING ON YOUTUBE

OFFICIAL SCREENING TWEET-UPS A DAY BEFORE EPISODE TELECAST

CONSUMER ENGAGEMENT

UNMATCHED ENGAGEMENT RATES BY ANY INDIAN BRAND

ON-AIR PROMOTION

RESUL TS

IMPACT

•  #Roadies trending every Saturday10,OOOs of retweets!

RATED AS ONE OF FACEBOOK`sMOST ENGAGING PAGES WITH EXPLOSIVE GROWTH

7 million video views10 million website views

Won the Best Website in

MediaCategory at Campaign India awards.

• FB Marketing Tactic:• MTV Roadies Increased Clicks on their Facebook Page By

1290% Using Facebook Albums by making sure each photo post contained multiple photos, not just one. When you post a single photo, a fan sees everything right from the single thumbnail in their newsfeed.

• When you post multiple photos, Facebook converts it to an album and only shows thumbnails for the first 3 photos. Fans were curious to see the rest of the photos, so they clicked on the posts.

• Mochi and MTV Roadies introduce MTV Roadies Footgear SEASON 9 PROMO

• Approach/ Strategy:• Project: Association with Google

Strategy: Shift the Roadies challenge to the computer screens• Marketing Approach:• Use of Television, Online Media, Social media, Mobile Media & Offline

platforms for 360 degrees activation for Digital Roadies• Use traditional platforms like on-ground, television and marketing to drive

engagement online• The participants inherently become User Generated Content Producers for

TV• Duration: 3months

SEASON X PROMO

• Marketing spread:• Google Content network: 57 Million impressions• Google impressions (Search): 2 million• Viacom 18 Online Network:15 Million impressions• Web 18 Online Network: 25 Million impressions• Total budget allocated: Rs. 1 crore approximately

Season X1

• Season XI will be consumed by fans through TV episodes, web episodes, on-ground events and Roadies’ branded merchandise including sunglasses, shoes and bags. 

SEASON XI PROMO

Nov. 09- June 10

Jan. 11- June 11

Jan. 12- June 12Jan. 13- June 13

2007-2008 Nov. 08- April 09

TAGLINES

• Season 1-4- Be a Rebel• Season 5- Goes International

Season 6 - Hell Down UnderSeason 7 - 7 Deadly SinsSeason 8 - Shortcut To HellSeason 9 - Everything or NothingSeason 10 - Battle for Glory

• Season X1- Ride for Respect

TRP • S01- NA• S02- NA• S03- NA

• S04- 3.25• S05-4.23• S06- 6.74• S07- 2.13• S08-7.34• S09-8.54• S10-8.21• S11- 2.89- 3.27

BRAND PARTNERSHIPS

• S1 –S04 – HERO HONDA,CLOSEUP,FROOTI

• S06-HERO HONDA,MTN DEW, AXE,TITAN• S07-HERO HONDA,SONY

ERICCSON,WOODLAND,• SO8- HERO HONDA,SPRAYYMINT,KARIZMA

ZMR,IDEA ,MTNDEW,

• S09-HERO HONDA,FASTRACK,IDEA,ARCHIES.• S10- HERO,MICROMAX,IMPULSE,KFC

LAVA,SKULLCANDY,SNAPDEAL,AIRTEL,MOCHI,• S11-

HERO,IMPLUSE,STEELBIRD,AXE,JBL,NIKE,HELIOS,MOCHI,MCMILLAN,MTN

STP

• The major viewership of the show comes from the HSM markets, more importantly from Mumbai, Delhi, Punjab, Gujarat, Rajasthan and Uttar Pradesh. In its 10th season, the show is being simulcast in 35 countries (including Australia, New Zealand, Nepal, Sri Lanka, Maldives, Qatar, Singapore, US, UAE, Angola and Mozambique).

• The format has also been adapted internationally in some Asian countries. Pakistan was the first one to adopt it, in 2010. The channel is in talks with a couple of other countries too, including Bangladesh and Indonesia.

• The content is engaging and the format has been evolving gradually

• Last year, retail stores sold Rs. 60 crore worth of Roadies merchandise (the channel gets a percentage of the sales). Roadies branded products (like stationery, clothing, eyewear and footwear) are available in about 5,000 retail outlets in 50 cities

• The cumulative reach of the show has increased over the years.

• MTV has hiked overall digital marketing budgets from Rs. 1 crore, four years ago, to Rs. 5 crore, now.

• Roadies Season 7 was watched by nearly 60 million Indian viewers and this grew by 34 per cent to over 80 million viewers, by the eighth and ninth seasons.

• So far, the 10th Season has reached 35 million viewers, in five episodes and the channel is expecting to cross the 100 million mark.

POSITIONING

• Product - passion for the brand or that wearing Roadies is 'cool’.

• Last year, MTV Roadies won the "most social TV show in the world" title at the Mashable Awards.

• The persona of Roadies revolves around 'Being Yourself‘

• With 60 per cent of the population being youth

ROADIES VS BINDASS

• Youth orientation• More TRP for Roadies• Traffic Drive• Brand Involvement

THANK YOU