MTV celebrates the Asli Roadie spirit of ‘Mumbai Police’, provides them with 1000 high-quality raincoats
National, 9th July, 2022:
Honoring the lifeline of Mumbai, India’s leading youth entertainment channel MTV which is a part of Viacom18's Youth, Music, and English Entertainment (YME) cluster, donated 1000 raincoats to the Mumbai Police
on the anvil of monsoons. The initiative recognizes the spirit of ‘Asli Roadie’, personified by the Mumbai Police while keeping the City of Dreams unencumbered by challenges, including those of the rainy season. As MTV Roadies Journey in South Africa, India’s biggest genre-defining adventure reality show nears its grand conclusion, the brand celebrated the quintessential Roadie code of indomitable resolve, pluck and fellowship demonstrated by the Mumbai Police in safeguarding its citizens.
Anshul Ailawadi, Viacom18's Youth, Music, and English Entertainment Head, who presented Mumbai Police with the raincoats, said, “An Asli Roadie is not just defined by adventure, but also a spirit of compassion and camaraderie to take everyone along on the journey. This is embodied by Mumbai Police every day. As they brave the monsoons yet again, this is our token of gratitude for their ceaseless commitment towards keeping the city safe.”
Sonu Sood, superstar, philanthropist, and Host of ‘MTV Roadies – Journey in South Africa’, said, “I have the utmost respect for our Mumbai Police and thank them for their extraordinary hard work, which makes our ordinary lives safe. This contribution of thousand raincoats from MTV Roadies is our way of saluting them and further equipping them for their duties.”
The high-quality protective raincoats provided by MTV and created by Yashlok Welfare Foundation, are created by made by marginalized sections of society such as the unemployed youth, women, rural population, and differently-abled individuals. The production of these reflective jackets for the Mumbai Police also offers a sustainable mode of employment to this community. Made from recycled plastic, the raincoats are also eco-friendly.
The latest power-packed season of the show, Infinix Smartphones MTV Roadies Journey in South Africa
, co-powered by CoinSwitch, Paree Sanitary Pads, Leverage Edu, and Lakme´ Sun Expert is all set to pit the best of the best in its thrilling Grand Finale on Sunday, July 10, at 7 PM only on MTV.
MTV, the world’s premier youth brand, is a dynamic and vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the Gen-Z, music fans and artists. MTV engages over 50 MN+ young audiences across various social media platforms, making it one of the most influential youth brands in India. As a creative powerhouse, MTV’s repertoire of flagship properties includes Roadies, Splitsvilla, Hustle, Unplugged and Supermodel of the Year, & couple of new-age show formats like Anything for Love, Ex or Next, while showcasing innovative formats along with some of the most engaging cause-led initiatives like MTV Memory Karaoke, MTV Cancel Covid, MTV Trash Talk, MTV Baar Bra Dekho etc., that drive the youth towards positive change. As the universe of the young, MTV Insights Studio also brings out the most extensive biennial study into the mindset and behaviour of India’s youth through the MTV Youth Study. MTV also has its own branded content arm, called the MTV Brand Studio, for advertisers exploring edgy and quirky branded content, which, in the past has collaborated with brands like Hyundai, HP, Airbnb, Nescafe, LinkedIn and many more. The Consumer Products of MTV are available to its fans through unique and strategic brand licensing tie-ups. The latest addition to the ecosystem is the licensing of the Roadies franchise into Café Roadies in Noida, Club Roadies in Jaipur, along with Roadies Koffeehouz and Club Roadies in Chandigarh. For information about MTV in India, visit https://www.mtvindia.com/
Viacom18 Media Pvt. Ltd. is one of India's fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and ViacomCBS, with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on-air, online, on-ground, in-shop and through cinema.