6 directors…6 movies...1 platform - MTV Films

MTV India and Hindustan Unilever Ltd. bring to you abouquet of originalfilms starting March 23, 2014

National, March 8, 2014: Giving the youth a new dose of entertainment in a never seen before avatar, MTV India, the leading youth entertainment brand and Hindustan Unilever Ltd, India's largest Fast Moving Consumer Goods Company came together for the launch of MTV Films. For the first time ever, six young and well known directors known for their cutting edge film making styles have been roped in by MTV India to make original movies just for television. The launch was held with much fanfare on 7th March, 2014.

MTV Films is a mixed bag of six movies based on brand philosophies of different HUL products that will be showcased every month. It marks the coming together of six of the most talented and eminent movie directors of this generation -Anurag Basu, Abhinay Deo, Shoojit Sircar, Rohan Sippy, Nikhil Advani and Anurag Kashyap,four of whom were also present at the launch.

An initiative to provide film buffs a unique movie viewing experience in the comfort of their homes, MTV Films is the right mix of all the ingredients that connect with the youth instantly. These 60 minute movies are inspired by HUL’s brands like Sunsilk, Ponds, Tresemme, Close Up, Lakme and depict today's generation’s perspective on love, friendship, family, responsibilities in a light hearted fashion.

Speaking about this initiative, Aditya Swamy, EVP and Business Head of MTV said,“It’s been a treat to watch 6 very special people look at youth through such different lenses. This project has redefined the rules of television and branded content in so many ways. Everyone around the table today has dared to take risks and it’s that spirit that has made this an exciting journey for all of us. With a new film being released every month, MTV Films can become a very strong franchise.”

Hemant Bakshi, Executive Director, Home & Personal Care, HUL, said,“HUL firmly believes in pioneering and creating newer ways of engaging consumers by leveraging popular culture. With the launch of MTV Movies, we will re-define the way in which brands tell their stories to consumers. This initiative will focus on communicating brand purpose and we are confident that it will resonate with our audience and build brand love.”

The initiative will seeBollywood, television and the corporate world collaborate to give consumers content they can best relate to. While MTV India is seen as the channel that has its check on the pulse of today’s youth, the Film makers roped in for this initiative have already made waves with their art and have an increasingly large fan base in the younger generation. Their unique approach and cutting edge portrayal of different themes has made a lasting impact on many. It is befitting then, that Hindustan Unilever — known for their innovative touch in every initiative — imbibes these themes in their brand philosophy and make MTV Films the perfect platform to reinforce their connect with the youth of today.

It’s safe to say that the excitement felt at the launch is sure to multiply manifold once the movies hit the television screens. So bring out the popcorn and cola, your date with MTV has been set for March 23, 2014 at 7 PM kickstarting with Anurag Basu’s film ‘Real FM’.

See you at the movies...this time in your living rooms!