MTV unveils new philosophy, 'Stay Raw'

MTV has unveiled a new philosophy over the weekend to continue its “connect” with the ever-evolving youth of the country. The new philosophy, revealed on November 27, was communicated to its audiences with a new identity and a new line up of shows. As a promotional tool, the channel also chose to remain advertisement free over the weekend. 

“It's all about reinventing”, noted Aditya Swami, Channel Head, MTV India. “Reinvention is our key word at MTV India. Young people are constantly changing and evolving all the time, and we need to reinvent ourselves to be relevant to them all the time. The underlying theme of 'Stay Raw' philosophy stems from the insight that today's younger generation is more confident about themselves and are very real with an 'in your face' attitude. It is this side that the channel wants to tap into with the new philosophy,” he explained.  

Along with the in-house team at MTV, the channel re-branding has been handled by Petrol. Bates 141 managed the promos and creatives for the channel, while Maxus is handling the media planning and buying. 

“What we have started is not an ad campaign or new tag-line. It’s a philosophy. It’s an idea that is based on what young people today believe, expressed in an edgy yet tongue in cheek manner which is trademark MTV. A powerful idea has a limitless canvas and way this has come together is proof of just that. The content of the channel is also going in for a change, with a 50-50 split between music and reality shows,” Swami informed. 

The channel has also announced four new music blocks - MTV BBM (Big Bang Mornings) in the mornings, followed by MTV Music Xprs in the afternoon. MTV Mash Ups and MTV International will fill up the evening and midnight slots respectively.

This philosophy is being launched through “clutter breaking” graphics, a series of 3D channel IDs and over a 100 pieces of 'Stay Raw' philosophy communicated through mass media and digital. Along with the new philosophy, the 'MTV Noise Factory' magazine has also hit the stands which will feature news that are not in the regular publications and will be priced at Rs. 75.