 "Renault to provide wheels for MTV's iconic show Roadies")
MTV, the youth entertainment channel from Viacom18, has got on board Renault's sports utility vehicle brand, the Duster, as title sponsor for its reality show, Roadies.
The show, which featured Hero motorcycles, has changed its format and will have SUVs as the mode of transport.
The show's latest season, called Renault MTV Roadies X4, will feature four gangs (an innovation introduced in the previous season) who will all ride the Renault Duster.
The show, which featured Hero motorcycles, has changed its format and will have SUVs as the mode of transport.
The show's latest season, called Renault MTV Roadies X4, will feature four gangs (an innovation introduced in the previous season) who will all ride the Renault Duster.
Additionally, the winner of the new season will walk away with the car as well. Industry estimates peg the size of the deal at Rs 10 to 12 crore, spread across on-ground, digital and television partnership spread across nine months.
“Last season, we went from individual competition to segregating the contestants in four gangs, under gang leaders. This year, we decided to go from two to four wheels. While it was a logical step in innovation, since it complements the format, it also gives us more scope for content. SUVs have more space to accommodate cameras at different angles,” says Aditya Swamy, executive vice-president, MTV.
He adds that Roadies has always aimed at being an aspirational property among the youth.
“When we launched it, the youth wanted to own bikes. Now, as the youth evolved, they have higher aspirations and look at cars, especially SUV’s as something to aspire for. The Duster makes a good fit with this philosophy of the show,” he adds.
“When we launched it, the youth wanted to own bikes. Now, as the youth evolved, they have higher aspirations and look at cars, especially SUV’s as something to aspire for. The Duster makes a good fit with this philosophy of the show,” he adds.
The association will include visibility on ground through Roadies Car Rallies and Renault’s activation called the Duster Gang. On digital, MTV Roadies Battleground will help the SUV brand create visibility while on television, the cars will be an integral part of the show, along with the brand being the title sponsor.
“Roadies is an iconic show among the youth and is associated with three values Renault Duster also stands for – travel, exploration and adventure. Additionally, the show is present across platform from on-ground to digital where we are also present significantly. This coupled with the fact that the show has a significant presence in tier 2 and 3 markets makes it a good media property to associate with," says Virat Khullar, head – marketing, Renault India.
Swamy reveals that a total of 12 sponsors are expected on board this season, and will be announced in due course of time. MTV Roadies is also present in the licensing and merchandising segment, which expanded its scope this year with an apparel line launched last week.
Auto brands have found media properties lucrative avenues for advertising in the past as well. Most recently, Nissan announced an eight year partnership with the International Cricket Council for its events in the 2015-23 cycle.
In 2013, Tata Safari Storm partnered the Indian adaptation of American thriller show 24 (aired on Colors) in a similar deal to Renault’s association with MTV Roadies. It was the title sponsor for the first season and was extensively used on screen as well. Estimates peg the spends by the auto brand at Rs 18 crore for the season.
In 2013, Tata Safari Storm partnered the Indian adaptation of American thriller show 24 (aired on Colors) in a similar deal to Renault’s association with MTV Roadies. It was the title sponsor for the first season and was extensively used on screen as well. Estimates peg the spends by the auto brand at Rs 18 crore for the season.
