The genesis of the strategy goes back to 2007 when a Brand Track study done by IMRB in five metros showed that while MTV's awareness was 100 per cent, it was low on likeability -- just 44 per cent.
"The channel was looking jaded and did not make money," says independent brand consultant Shripad Nadkarni whose outfit Market Gate was engaged by the channel for a re-jig. (After the revamp, its likeability has gone up to 93 per cent in the Brand Track study.)
MTV realised that it was grappling with serious issues. For a start, it understood that the consumer had changed. The 'desi cool' youth who was proud to be an Indian was more global now (he's still a proud Indian though, insists Patil).
Youngsters were well-travelled and more in tune with international concepts such as Orkut, Facebook and YouTube. However, MTV was still doling out Indian street humour and starkly Indian symbols like the rangoli, autorickshaw and liftman.
Image: MTV advertisement. | Photograph: Rediff Archives
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