National, February 5th, 2014:Viacom18 Media Pvt Ltd (a 50:50 joint venture between Viacom Inc and Network18), India’s leading multi-media entertainment powerhouse, today revealed the identity of their soon to be launched Indie music and sub culture channel. PepsiCo India, one of the largest food and beverage businesses in the country, is the title sponsor of the channel.
Pepsi MTV Indies will be the world’s largest platform for independent sub cultures and has been built in collaboration with a collective of artists and supporters of the independent scene. Led by Music, Pepsi MTV Indies will also reflect other subcultures like independent Films, Art, Comedy and more, thereby taking these alternative art forms into the homes of millions. The channel will be launched this February, in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms.
Musicians, film makers, comedians and artists are constantly creating their own unique space and are clearly emerging as a force to reckon with. Thus its no surprise that two iconic youth brands Pepsi and MTV have come together to support these independent artists and transform this emerging trend into a full blown revolution.
Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats said, "At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well."
Talking about the first of its kind brand association in India, Deepika Warrier, Vice President- Po1 Marketing PepsiCo India said "Pepsi as a brand has always stood for anticipating the pulse of the youth ahead of the curve. Our positioning, as manifested in our tagline OH YES ABHI, celebrates the impatience of youth who want the excitement, the spotlight, the action, the stage, right now! Music is a key youth passion point and Pepsi’s biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers"
Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity.
"The launch of the channel coincides with the debut of Pepsi’s global logo and visual identity system in India. Celebrating revolution, engagement and the impatience to be more, Pepsi continues to change the way the young see the world and the way the world sees them.", Deepika added.
The channel seamlessly integrates into the digital world. A slick, editorially rich, responsive website ensures a delightful user experience across devices. With videos streaming, users can create playlists, share gig updates and feel the experience of other indie fans up close and personal. On the mobile front, a unique Indie music discovery app has been created which is accessible across all android and ios platforms. Concerts and festivals are a key part of the Pepsi MTV Indies footprint.
Announcing the launch of the brand new channel Aditya Swamy, Business Head, MTV India said, "MTV is the cultural home of the millennials, musicians and artists across genres. There is a content revolution brewing and MTV is constantly fuelling it with its edgy curation. Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India. We are excited about leading the change from sub culture to pop culture. Its space both brands are heavily invested in and together this is going to be an exciting ride.
Pepsi MTV Indies is the biggest platform for the indie subculture to showcase its youthful torchbearers – a channel that’s by the artist, of the artist, and for the world.
Tapping into this pulsating, dynamic and fresh subculture, the Pepsi MTV Indies is designed to bring together the vibrant potential of Indian youth. The channel’s programming will include mood based user generated playlists, artists busking on the streets of India, indie‘pedia’ to bring you upto speed on the happenings in the indie world, stories from amazing world that exists backstage, insights into iconic album art of our time, showcasing unusual suspects, graffiti art, bespoke automobile designing and avant garde fashion.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
About Viacom 18 Media Pvt. Ltd.
Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B, world's leading entertainment content company, comprising brands like BET, MTV Networks and Paramount Pictures) (www.viacom.com) and the Network18 (www.network18online.com) Group, the group operates news channels - CNBC-TV18, CNBC Awaaz, CNBC-TV18 Prime HD, CNN-IBN, IBN7 and IBN-Lokmat (a Marathi regional news channel in partnership with the Lokmat group).The joint venture includes leading brands across television, film and digital media to build one of India's leading multimedia entertainment power house. Viacom 18 Media Pvt. Ltd. includes the vibrant youth brand - MTV (www.mtvindia.com); the fastest growing kids cluster - Nick (www.nickindia.com), Nick Jr. (http://www.nickjrindia.com/), Nick Teen & Sonic (http://www.sonicgang.com/); India's premier International Entertainment channel - Vh1; India’s only English Entertainment Comedy Channel – Comedy Central; India’s only linear film production & distribution banner - Viacom18 Motion Pictures; one of India’s leading Hindi General Entertainment channel - COLORS (www.colorstv.in); ETV General Entertainment Channels comprising of ETV Kannada, ETV Marathi, ETV Bangla, ETV Odiya and ETV Gujarati; and brand solutions offering - Integrated Network Solutions (INS). This apart, Viacom18 also runs Viacom's consumer products business in India