MTV DM STAY RAW by Bates Mumbai

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market India
Agency Bates Mumbai
Creative Director Keegan Pinto, Manan Mistry
Copywriter Gandhali Karnik
Released November 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: MTV
Product/Service: MTV INDIA
Agency: BATES 141
Date of First Appearance: Nov 24 2010
Entrant Company: BATES 141, Mumbai, INDIA
Chairman: Sonal Dabral (Bates 141)
National Creative Director: Sagar Mahabaleshwarkar (Bates 141)
Vice President: Anup P. (Bates 141)
Account Manager: Sidhraj Shah (Bates 141)
Creative Director: Manan Mistry (Bates 141)
Creative Director: Keegan Pinto (Bates 141)
Group Head: Kanan Doshi (Bates 141)
Copywriter: Gandhali Karnik (Bates 141)
Account Executive: Parineeta Gopal (Bates 141)
Media placement: Direct Response Posters - Colleges, Shopping Malls, Youth Hangouts. - 24th November, 2010

Describe the brief/objective of the direct campaign.
While trying to reposition itself, MTV India’s challenge was that its target audience - the Indian youth, had turned into its greatest avatar ever over the past few years – most fearless, most independent, most rebellious. But there was a bigger problem which was almost obvious. The baseline ‘Stay Raw’, developed to encourage the youth for them to ‘be themselves and listen to nobody’ had to be propagated to a youth who would indeed, listen to nobody. It wasn’t going to be easy to get them to receive any kind of messaging, leave alone a campaign that tried to audaciously profile them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For starters, we had to accurately articulate what ‘Staying Raw’ meant, and how it was an awesome way to be, thus encouraging the way the youth is and achieving a high degree of relevance with them therefore. But the big idea was a bit different. After crafting a few moving, provocative, startling messages, we got the ball rolling for the youth to come up with their own messages, make this a campaign created by them, and thereby make clear that they would never have to follow anything but what they believed. This way, they were truly empowered, involved and of course, had a blast.

Explain why the creative execution was relevant to the product or service.
We simply chose to empower this youth to be himself. And so the nationwide movement – ‘Stay Raw’ kicked off featuring real people doing whatever the $%*# they did best or believed most. The strength of the campaign lay it its simplicity, and its power of speaking the language of the youth. The Indian youth found a way to connect to youth across the country and share his/ her beliefs and ideologies. The simple call to action encouraged everyone to send in their 'RawSpeak'.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Stay Raw eventually became a campaign of the young masses with the youth across India participating with their own ‘Rawspeak’ in large numbers via SMSes, on MTV India’s Facebook page and on the MTV India website. MTV converted them into hoardings, posters, on-air scrolling tickers and merchandise. MTV India’s Facebook page reached its target of a whopping one million members. ‘Stay Raw’ became one of the most discussed issues in the media, on blogs, and status updates. But most importantly, a wave of change took place amongst the youth, with the inception of the belief that they needn’t change at all.