MTV seals movie deal with HUL

These movies, complete with songs and their own trailers, would be based on different HUL brands and their philosophy

MTV Films is set to present six tele-films by Hindi film industry’s young, new-age directors who have grown their own cult following. The roster has Anurag Basu (Barfi), Anurag Kashyap (Gangs of Wasseypur), Rohan Sippy (Dum Maaro Dum), Nikhil Advani (D-Day), Abhinay Deo (24 - TV series on Colors) and Shoojit Sircar (Vicky Donor).

These movies, complete with songs and their own trailers, would be based on different Hindustan Unilever (HUL) brands and their philosophy — such as Sunsilk, Tresemme, Ponds, Lakme and Close-Up. The theme/brand of the movie by Kashyap is yet to be finalised.

Hemant Bakshi, executive director, home & personal care, HUL, says, “HUL firmly believes in pioneering and creating newer ways of engaging consumers by leveraging popular culture. With the launch of MTV Movies, we will re-define the way brands tell their stories to consumers. This initiative will focus on communicating brand purpose, and we are confident it will resonate with our audience and build brand love.”

Starting March 23, 2014 at 7 pm, one director's movie will be showcased each month for six months. They will be takes on today's youth in matters of love, family, friendship, relationships and ambitions in an hour long story.

Elements from the movies, such as trailers, songs, would be taken to the audience through touch-points of both MTV (Viacom 18's youth brand) and HUL, including multi-media, retail outlets, product packaging. The Group M's media agency, Mindshare, which handles HUL's duties, has played a key role in orchestrating the initiative.

Ravi Rao, leader, South Asia, Mindshare, "Mindshare has been instrumental in pioneering innovations for Unilever through its strategic partnerships and alliances. This will set the template for 'best practices' in the region. We look forward to scaling up this initiative with MTV year on year." Amin Lakhani, leader, South Asia, Team Unilever, says, "Story-telling is the new mantra to connect with our consumers. This initiative is the new benchmark not just for the uniqueness, but ably complimented with scale and execution...moving away from branded placement, into branded content in its most pristine form."

Aditya Swamy, EVP and business head of MTV, says, "Content is the number one social currency of today and that makes it the most powerful medium to connect with consumers. Our partnership with HUL reflects the thought leadership both partners bring to the media and marketing world. Getting six superstar directors to create wonderful stories for brands is a coup and we are excited to launch a brand new franchise with MTV FILMS."

In the first movie, with Sunsilk by Anurag Basu, a group of friends are seen rallying around each other to find the answer to a problem they had earlier thought they were a part of. The movie with Close-up would be about unbridled confidence to do the craziest things to make things happen, while the one with Tressame would be about unveiling a glam side to one's personality.