LENOVO AND MTV INVITE INDIA’S MILLENNIALS TO MAKE MUSICAL HISTORY IN ASIA
India’s #1 PC maker and MTV launch the Lenovo-MTV CO:LAB, an integrated social platform for Millennials to showcase their musical talent and stories through technology
INDIA— Lenovo, in collaboration with MTV, today announced the launch of the Lenovo-MTV CO:LAB, an integrated social platform that will enable the most progressive, creative and talented Millennials from India to share stories about their communities through music. Winning Millennials will connect and collaborate using different skill sets to showcase their talent through an original MTV music video production relating to the theme of the “Pulse of the World”.
Leveraging the resources provided by Lenovo and MTV, the concept of the six-month platform is to enable Indians to connect with like-minded individuals with different artistic skills across DJs, Vocalists/Instrumentalists, Film Makers or Motion Graphic Artists, where the winning talents across these four categories are determined by public votes through the Lenovo-MTV CO:LAB website and regional mentors. The platform that will go across TV and online, will be run simultaneously across India, Japan, Singapore, Malaysia, Indonesia, Thailand and the Philippines.
“Lenovo-MTV CO:LAB aims to inspire Millennials to take action and turn their dreams to reality,” said Shailendra Katyal, Director, Marketing, Lenovo India. “India is a young country with creative and talented individuals looking for opportunities to exhibit their talents. Both Lenovo and MTV are innovative companies, with dynamic brand personalities, that are focused on the Millennial generation who don’t just dream about achieving, but put their thoughts into action. We chose to collaborate with MTV because music and technology go hand-in-hand.”
Building on Lenovo’s “For Those Who Do” brand campaign, and MTV’s deep knowledge of music, lifestyle and the Millennial generation, Lenovo-MTV CO:LAB will inspire and encourage Indians to take action, connect, collaborate and create music using technology.
To help support participants, Lenovo and MTV have assembled a panel of local and regional mentors, each of whom are established leading individuals in their respective areas of expertise. Mentors will play an important role throughout the campaign, sharing their valuable experience and knowledge in order to guide and inspire country and regional winners. Acclaimed MTV presenter, DJ Nikhil Chinapa will play the local mentor throughout the campaign for Indian participants. Nikhil Chinapa is an Indian radio jockey and video jockey and is a popular presenter on MTV India for more than a decade. He is now the Festival Director of Asia's premier music festival - Sunburn Festival in Goa.
“We take pride in making the right connections as we engage with the youth today. The collaboration with Lenovo on Lenovo-MTV CO:LAB, reflects a clear brand synergy between us as we continue to promote and reflect local cultural tastes and music talents. MTV’s wealth of research has shown that technology is an enabler for our audience. Technology doesn’t make Millennials who they are, but it lets them be who they are. Lenovo-MTV CO:LAB is a great initiative that shows how we make that happen as we bring together technology and creative, talented young people,” said Nikhil Chinapa, local mentor, Lenovo MTV CO:Lab. “The next six months will be an exciting partnership as we support each participant in their collaboration and showcase of their creative talents. We can’t wait to see what talents will surface through Lenovo-MTV CO:LAB!”
Acclaimed contemporary design and art collective, PHUNK and renowned international DJs, Brendon P (The DJ Dispensary) and Matty Wainwright (The DJ Dispensary) will act as regional mentors throughout the campaign, as the public vote for their favourite talent
In order to engage and excite audiences in India, a full-scale promotional campaign will be run by Lenovo and MTV throughout this collaboration. This will culminate in MTV airing the final music video as a showcase of the winners’ talents for a period of eight weeks in India.
In addition to having access to mentors, attending a five-day workshop and being part of a regional promotional campaign, regional finalists will also have the opportunity to be profiled in local and regional media.
For more information about Lenovo-MTV CO:LAB contest mechanics and official rules please visit
For more information, please contact:
Atul Malikram
9827092823