The show will premier on the web on 24 July
CEAT has tied up with music and youth entertainment channel MTV to launch ‘CEAT MTV Chase The Monsoon’ – a social reality show featuring a 21 day biking roadtrip where 8 riders, in teams of 2, set out with a limited budget to explore the sights, scenes & life during Indian monsoons.
The show will premier on the web on 24 July and will show the participants sharing their experiences live online through updates, pictures and videos on the website chase.mtvindia.com and on social media platforms like Facebook, Twitter and YouTube. The teleivision premier is slated for the last week of August and will be hosted by MTV VJ, Nikhil Chinapa & VJ Bani.
Participants for biking road trip can register as a couple or team of two and submit a video, photographs or blog entry about their adventurous biking experiences. CEAT and MTV will shortlist a total of 12 entries for the final event. Once shortlisted, the teams need to gather votes from friends and families till the 15 of July to get selected for the road trip. The teams finally selected will embark on a journey from Pondicherry to Mumbai over 21 days performing tasks and earning credits/money on the way in the stipulated task checkpoints. The journey will cover cities of Madhurai, Kanyakumari, Kochi, Munnar, Ooty, Mangalore, Hampi, Hubli, Goa and Pune.
Arnab Banerjee, Executive Director, CEAT said, “We at CEAT are constantly seeking to engage with the youth. The show perfectly represents the passions and adventures of riding in the monsoon in India, but also keeping it safe all the while. We hope that the show will capture the attention and imagination of audiences across the country.”
Aditya Swamy, EVP and Business Head, MTV India said, “At MTV we are constantly creating content and engagement around the smaller screens. We have a large digital footprint which reaches over 20 MM people. Its this reach combined with our understanding of young people that gives us the advantage in creating successful web content. In CEAT we have a partner who values the power of content in engaging with consumers, and we hope that this is the beginning of a long partnership.”
source: http://www.business-standard.com / Business Standard / Home> Companies> News / by BS Reporter / Mumbai – July 19th, 2013
