The Campaign

In the current scenario, the Indian Youth seek to Experience, Interact and Engage with their Music. 76% state that live music events are important or extremely important to them and they are not limiting themselves to one favorite genre of music; they will happily listen to an average of between 3-4 different genres minimum. Non-film music is gaining popularity and so is the rise in music festivals across the country. But now there is a Overkill on Festivals, Arenas, Concerts, Live Shows …with properties like Sunburn, Nh7 Weekender, Sunburn Arena, Invasion, SulaFest, Independence Rock and may more..and all these festivals takes place away from the main city thus makes commuting a difficult task. To break this monotony MTV who has been celebrating music since 1996 decided to launch one of its kind music property - MTV BLOC PARTY. A Bloc(k) Party is a celebration spread across an entire city block. One big party at center together with multiple party hubs across the block. And, enjoy a seamless party across multiple hubs. A single ticket access for audience to step in the Block

Results

Indian youth are always hungry for new experiences. Their mantra is work hard, party harder. We wanted to create something that gives the people what they want. With over 20 hours of non-stop partying the Bloc Party is something every party animal in Mumbai has dreamed about. And with such an incredible line up of DJ’s and an audio visual experience like you have never seen, all you have to do is Chase the Beat and be part of Mumbai’s longest party. The biggest challenge we faced was to look out for a venue which can accommodate such a large number of people that too in the heart of the city. As we didn't wanted our fans to travel long distance to enjoy music. The objective was to make the property big 'coz in a country like India the festivals are driven by popular artists/headlining artists. For Bloc Party we decided to keep the artists promotion secondary to the brand name. Comfort of the fans was another main feature which was given high prominence and every aspect was monitored very closely. For commutation from one venue to the other Radio taxi service was hired which used to ferry people from one venue to the other free of cost. Beer garden was set up at the main festival venue with live bands for a more chilled out session. Post sundown, an immersive audio visual spectacle to add to the musical experience using projection technology across the stage and venue to bring alive the essence of the celebration mood. The content was programmed to suit the music e.g. lyrics of the songs played, graphics, band story & pictures.

What if you had an all access pass to a Bloc of incredible sound? What if you had an all access pass to the party of a lifetime? Prepare to be mesmerized by the brilliance of music, lights, glitz and One bloc. Multiple Experiences! One Ticket. Multiple party hubs. Live dance music. And, a seamless party across the bloc on the beach. A party in your city, a party for you to experience. A party that comes alive! Spanning across 2 days - featuring, Alesso, Deniz Koyu, Opiuo, Cosmo Klein, Jean Elan, Simon Dunmore and Shovell and many more.

-- 63% of the city youth partied with us over 2 days -- Garnered over 3Cr worth of Multimedia Exposure (15000+ secs exposure on Radio, 36000+ secs exposure on Television, an extensive outdoor plan, Wine shop activation, Mall + Youth hangout zone activation) -- MTV Bloc Party was talked by every major publication, newspaper, television channel, PR value worth 1.12 Cr -- oodles of loveby Artistes &YOUNG FANS -- Tended on Twitter for 2 consecutive days