MTV Film PROPOSAL by Bates Mumbai, Curious Film

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Industry TV Channels/Radio Stations and Programmes
Media Film
Market India
Agency Bates Mumbai
Director Vivek H. Kakkad
Art Director Manan Mistry, Kanan Doshi
Copywriter Keegan Pinto, Gandhali Karnik
Producer Shahzad Bhagwagar
Account Supervisor Parineeta Gopal, Sidhraj Shah
Agency Curious Film
Released November 2010

Credits & Description

Category: Corporate Image
Advertiser: MTV
Product/Service: MTV INDIA
Agency: BATES 141
Production Company: CURIOUS FILMS, Mumbai, INDIA
Date of First Appearance: Nov 24 2010
Chief Creative Officer: Sonal Dabral/Sagar Mahabaleshwarkar
Creative Director: Manan Mistry/Keegan Pinto
Copywriter: Keegan Pinto/Gandhali Karnik
Art Director: Manan Mistry/Kanan Doshi
Account Supervisor: Sidhraj Shah/Parineeta Gopal
Producer: Shahzad Bhagwagar
Director: Vivek Kakkad
Account Manager: Anup P.
Director Of Photography: Tassaduq Hussain/Tappan Basu
Editing Company: Curious

English Description
MTV India desperately needed to reposition itself for one big reason. The
youth of India was rapidly changing into his greatest avatar ever -
- most original, most comfortable with himself, most fearless. No more did he bother about coolness borrowed from the west, a phenomenon brought about by MTV itself, which it now had to undo. This new youth had gone back to his Indian roots and was more real and rustic than ever. We simply chose to empower this youth to be himself.
And so the nationwide movement – ‘Stay Raw’ kicked off with 30 films that featured real people doing whatever the $%*# they did best or believed most.
Thus, with a stance inspired directly from the lives of young people, MTV is once again getting the youth to tune in to what it always stood for - the youth and its beliefs, and not just music videos.