Idea 1

Beyond
Performance
MTV + Jiocinema + Social
Media
Insight

People who are achievers. who have seen it all.

Who have worked hard to reach where they
are.

They have everything they ever aspired for.

• What next?
• How do they challenge themselves?
• How can they take their game to another
level?
• How do they go beyond their perfromance?
• What is the next big thing that they are
after
Idea

Pick the finest artists / creators / achievers from

different walks of life. Who have mastered their craft.
And join them in this ultimate journey

Capturing this journey in a beautiful musical based

narrative. A very visual and nuanced storytelling where
the visuals do the talking, more than the people
themselves.

When they want to take their performance on a

different level, to take it a notch above , where do they
start , who do they lean on. The best of the best. The
experts who can help them in this journey . Master
craftsmen who specialize in their art form.
Idea
• A successful musician looking for that customized
new musical instrument
• A Celebrity interior designer looking for that perfect
piece of art for their new project
• A World class sportsperson wanting to customize the
tool (bat / racquet) that is their weapon
• A Michelin Star chef working to create the best
artisanal dish inspired by Japanese Cuisine
• A renowned martial artist / MMA fighter - looking to
perfect in a traditional martial art form originating
from Japan
Structure
• Introduction - Introduce the achiever , celebrate his
/her achievements & set up the goal for the episode –
What is their desire?

• The collaboration - He/she introduces us to the creator

/ craftsman and we showcase the process of the final
product. While we weave the story as to why is this
piece so important for our protagonist and how will it
make him/her take that next step in their journey.

• The unveiling - The final piece is ready and we reveal

the manifestation as well , whether it is a performance
using the piece or the final placement and
appreciation or consumption. With the protagonist
highlighting how important and significant the
moment is for him/her.

• Brand – The artists will be riding in an Ather 450X

which is known for being all about performance and
beyond. Multiple moments to be captured of the
scooter alongwith highlighting its features
Episode Sample
• Probably the most successful music composers /
singer / lyricist of our times, Amit Trivedi is known for
break new ground in blending genres, bringing in
fresh new voices, and being the originator of a totally
new trend in the Bollywood music industry.

• For his next assignment in a Tamil film, he is looking

at creating a customized ‘mridangam’ also known as
Deva Vadyam that holds a special place in Carnatic
music.

• This search takes him to meet Mr. Parameswaran in

Kerala who is in the profession of making
Mridangams, by hand.

• Mridangams are made specifically based on the shruti

/sur that the musician wants it in. Completely bespoke
and customized, this is an art only few are masters of.

• When a master of music meets master of Mridangam,

we can only expect magic
 Treatment

The visual treatment The craftsman

The show will be cut on bespoke music pieces that fit each creation interspersed with textual enhancements.
The peaking parts will be limited to the protagonist & the creator.
 Content Format
• Duration – 15 min

• Episodes – 5

• Platform - MTV + VOOT + social media

• Each episode to star a different artist going

onajourney to fulfill their desire

• The artists to promote the campaign on

their social media pages as well

• The video amplification is supported by

relevant channels of the entire Viacom18
network including the social media
counterparts
 Talent Suggestion

Amit Trivedi Vidyut Jamwal Ranveer Brar

Idea 2

Evolve Beyond
Speed
MTV + Jiocinema + Social
Media
Idea

Ather Energy presents #EvolveBeyondSpeed

Where your favourite Hustle rappers push their

limits to deliver a song with 200 words in 1 minute.

A reel series where a rap artist challenges

himself/herself to rapping at supersonic speed and
spit as much words as possible in 1 minute.
They then challenge another rapper friend to do the
same.

The video ends with tying back to the Ather's

performance – 0 to wheeeee
in 3.3 sec
Idea

The #EvolveBeyondSpeed challenge will create a

strong impact on social media as the users would
love to see who can take up this challenge and
who will be the next one to be nominated.

These rappers also open up the challenge to their

fans to create interesting content on their
supersonic rap and the best ones will get a
shoutout by the rappers themselves
 Video Reference

https://youtu.be/oY0oDiPYFoM
 Talent Suggestion

Paradox EPR King

 Talent Suggestion

QK Gravity Spectra
 Content Format

• Duration – 1 min reel

• Platform - MTV + Jiocinema & their social media

handles

• The artists to promote the assets on their social

media pages as well

• The campaign amplification is supported by

relevant channels of the entire Viacom18 network
Idea 3

Do More.
Live More.
MTV + Jiocinema + Social
Media
Insight

Ease of mobility can do wonders for people’s

potential. It facilitates pursuing work and
passion effortlessly.

The ones who know how to usher in a balanced

revolution in whatever they do by getting the
maximum out of their lives as ease of mobility
makes you do more...live more!
Idea
Ather presents a campaign showcasing stories of
those people who live their lives to the fullest. They
are the OG hustlers who know how to handle more
than 1 things at once with panache due to the
comfort and ease of mobility in their hands.

Each of these videos will also subtly highlight each of

the new features of Ather Scooters -

1. A gamer who goes to a village to teach kids

2. A Video Editor who also manages a Pet Café
3. A Crypto Trader who is also a runs a beach
cleaning NGO

Messaging - With Ather Scooters do more...live more

 Content Format

• Duration – 1 min

• No of vignettes/reels - 3

• Platform - MTV + Jiocinema + social media

• The video amplification is supported by

relevant channels of the entire Viacom18
network including the social media
counterparts
Reference
 THANK YOU
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