| Aila Tendulkar |
Client: MTV India |
Keeping the World Cup in mind, in true MTV fashion, MTV India has launched Aila Tendulkar. The show featuring gags and funny takes on cricket, also acts as the launch pad for MTV’s new VJ, VJ Tendulkar.
Making history
Convinced that their T.G – the youth is online, and the best way to talk to them is through the interactive medium, for the first time in MTV’s history, the show is being promoted only online. And the task of creating a buzz about the show – from online banners to mobile content lies with Tribal DDB India. Here’s a look at how MTV and Tribal DDB India are promoting the show.
Aila! Banners
Banners present at various youth touch points – from news to music and humour portals – have an animated Tendulkar in inimitable Tendulkar style going “Aila!”. Here are the banners that have run so far. More cheeky ones are in the making.
Aila! Mailer
To tap into MTV’s vast database of online users Tribal has a mailer with VJ Tendulkar inviting the user to visit his restaurant and have bombil while he entertains them.
Aila! The mini site
The banners and mailers lead curious online users to the mini site which offers a sneak preview of the show before it is aired on MTV. The site also allows users to download clips on to their pcs and mobile devices.
Aila! That's not all!
The mini site, which has a download video option and a send to friend mechanism, allows users to circulate the video around the world.
Aila! On YouTube too
Users have already uploaded the downloaded clips from the mini site on YouYube and each clip is getting up to 400 views a day!
Aila! Emoticons
Anyone who uses instant messenger uses smileys in a conversation. Tribal has made smileys out of VJ Tendulkar and they are now part of people’s conversations on MSN. Taking it a step further, the mini site has the provision for users to make their own smileys and submit them. The best smileys get featured on the download page.
Aila! Is everywhere!
Banners, mailers, web and mobile virals, emoticons and word of mouth have ensured that Aila Tendulkar is right now the most talked about VJ. MTV’s latest star has arrived in ishtyle.
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