Hindustan Unilever has just announced a ‘first-of-its-kind’ collaboration with MTV for the launch of MTV Films.
MTV Films is an initiative that will present 6 original films directed by 6 new age Bollywood directors – Anurag Basu, Anurag Kashyap, Rohan Sippy, Nikhil Advani, Abhinay Deo and Shoojit Sircar.
Each film will be inspired by the philosophies of the different HUL brands such as Sunsilk, Lakme, Close Up, Tresemme, Ponds and more.
The hour long films will start on the 23rd March at 7.00pm and one film will be showcased on MTV a month for 6 months.
This collaboration will see multi enagagement with consumers via TV, mobile, online and radio.
Hemant Bakshi, Executive Director, Home & Personal Care, HUL said: “HUL firmly believes in pioneering and creating newer ways of engaging consumers by leveraging popular culture. With the launch of MTV Films, we will re-define the way in which brands tell their stories to consumers. This initiative will focus on communicating brand purpose and we are confident that it will resonate with our audience and build brand love.”
Aditya Swamy, EVP and Business Head of MTV commented on the partnership: “Content is the No. 1 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.”
MTV Films will debut with Anurag Basu’s film, ‘Real FM’, on March 23 on MTV