MTV India and Dentsu Webchutney made internet hate great again
MTV has always been a brand with an opinion. And in this day and age, what that translates into is more keyboard-warriors-turned-haters than double-tappers. Every day, the brand gets trolled for being fake, for ‘spoiling’ the culture of India with its bold shows, and for being outspoken.
This Dussehra, MTV with Dentsu Webchutney, saw this as an opportunity to make a point. To make the best out of waste. For every trashy comment that was put on its feed, MTV decided to clear 1 kg of actual trash. And with all the trash that it got, it created a 10 ft ‘Trash Asura’. The installation depicts the real evils of the time we live in – plastic and trolls.
Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18, says “MTV Trash Talk is a pioneering effort that throws light on two of the most talked-about issues in the country, plastic pollution and online trolling. On the auspicious occasion of Dussehra, the Trash Asura installation, made entirely out of plastic, symbolizes the modern-day evils hampering our society. This creative and thought-provoking initiative is a call for change.”
Aalap Desai, Executive Creative Director, Dentsu Webchutney adds, “MTV is an amazing brand to work on. For every show, our social media timeline is full of compliments and trolls. Coming from how our target audience is driven by both activism and hate, we thought, why don’t we look at trolls from a different perspective?”
The ‘Trash Asura’ was installed in Bandra, Mumbai. It will be broken down and with the help of an NGO, will be converted into usable quirky items.
Navin Shenoy – Marketing Head, Youth, Music, and English Entertainment
Nishi Kant – Branch Head
Aalap Desai – Executive Creative Director
Harsh Shah – Senior Vice President
Pragati Rana – Associate Vice President, Strategy
Yash Kulshresth – Creative Director, Copy
Ananda Sen – Creative Director, Art
Aabhaas Shreshtha – Group Head, Art
Sonia Gupta – Group Head, Copy
Manisha Panda – Copywriter
Ruchika Guha – Copywriter
Devdutt Viz – Sr. Visualizer
Sachin Poojary – Senior Motion Graphics Artist
Rumi Behramkamdin – Account Director
Vishal Prabhu – Group Account Manager
Esha Bhivandker – Associate Account Manager