Summary
Season 18 of MTV Roadies reached the digital platforms with ARM Worldwide's innovative digital show. Crowned winner Nisman Parpia received a South Africa trip, a backstage pass, and the show "All Access with Nisman." The digital engagement was further enhanced with AR filters, buddy pair hunts, and other themed content, resulting in 292 Mn+ Impressions, 226 Mn+ Reach, and 86 Mn+ Views, becoming a digital sensation among the new age audience.
Challenge
MTV Hustle is the only hip-hop rap reality show in India. The aim behind airing the second season - MTV Hustle 2.0 was to take our contestants from underground to mainstream by making them industry ready. An all new format was introduced featuring Badshah as the judge with 4 squad bosses. Contestants from all parts of the country were called for entries encircling regional, theatrical and hip-hop fusion performances. We introduced India's first multi-platform AI bot called ‘Bot Hard' that could create a rap around any word thrown to it. Our strategy was to drive relatability between our audience and artists by showing them off screen and conducting regular collabs with them.
Objective
Reality shows have always been the talk of the town in the pop-culture audience. With content being present everywhere, from social media, OTT to TV, it is essential to choose the right channel and plan to make the content viral. MTV Hustle 2.0, India's exclusive hip-hop rap reality show, underwent a transformative S2 to propel contestants from the underground to mainstream success. The revamped format featured Badshah as the judge, supported by 4 squad bosses, attracting contestants from diverse regions who showcased their talents through regional, theatrical, and hip-hop fusion performances. An innovative addition to the season was the introduction of 'Bot Hard,' India's first multi-platform AI bot capable of spontaneously creating rap verses based on any given word. This technological advancement not only showcased innovation but actively engaged the audience, aligning with contemporary digital trends
Strategy
The season began with pomp and fanfare with speculation around Badshah followed by announcing him as the judge leading to a triumph of fan armies. The grand revelation took place with the drop of our anthem and promo that took the music world by a storm. Twitter trends were initiated to keep the buzz alive. Real time distribution of original music around multiple platforms was well received and acknowledged. With multiple trends on social media revolving around our contestants and squad bosses, each reel garnered over 1 mn + plays. Our bangers observed virality along with B-town grooving with us. We ensured that the short format content rested on multiple platforms so that our audience could consume it anytime, anywhere. The contestants were taken from the main stage to stages across 4 cities where over 12 k + students connected with them and showcased their talent as well. Different creative formats were executed such as : Rap se reply, Memes, Song cuts, trending reels, etc. with an intent to keep the audience engaged and tapping. Amidst the rave, our profile grew from thousands to a million in just 3 months.
Data
Creativity was explored around relevant buckets such as Jokes 2.0, EPR VS King, Squad Jamming Sessions on digital platforms aimed at catering to the right audience. Innovation of our AI rapper ‘BOT hard' was leveraged across social media platforms through several enticing content pieces. In the world of reels not only did we hop on trends but also became the trend setters. The diversity of content with 800+ banger reels were rolled out that hit 608 mn+ plays in just 3 months. The bar was raised higher with 100 mn+ plays through just 5 reels. The love we got from our fam was off the hook & the recreational reel numbers continue to grow even today.
Solution
Results
MTV Hustle 2.0 was a big win owing to our instagram growth from 238K followers to 1MN+ followers in just 3 months followed by digital performance that was, 1BN reach, 9.4BN impressions, 2BN views, 220MN engagement. Once the craze began, it never stopped. The only goal was to Hustle and make it to the top.
