Campaign Details

Brand: Roadies
Lead Agency: Madison Communication Pvt. Ltd
Region: APAC

Strategy

Objective

MTV Roadies has enjoyed a brand following of over millions in its 15 years of flourishing existence. Touted as India's most enjoyed adventure-reality show, hundreds of thousands fanatics from different parts of the country aim to make it through the audition rounds, but only a handful do so.

Of late however, the show was facing a peculiar challenge. While the audition rounds were filled with anticipation and intrigue, the TV viewership witnessed a decline in the subsequent episodes where the selected Roadies contestants actually took to the road.

We realized what was needed was not just marketing efforts to sustain viewership of the show but also an engagement campaign to make the 'Roadies Fan' feel included in one of the toughest contests of skill and strength. To make them feel that they too were part of the Roadies culture! And with this year's theme being Xtreme, the solution would have to be extreme too!

Target Audience