SUB CATEGORY :

USE OF AUDIO OR VOICE TECHNOLOGY

COMPANY ENTERING :

DDB MUDRA GROUP, MUMBAI

TITLE :

BOTHARD

BRAND :

MTV INDIA

ADVERTISER :

VIACOM 18

AGENCY :

DDB MUDRA GROUP, MUMBAI

CHIEF EXECUTIVE OFFICER :

ADITYA KANTHY

CHIEF CREATIVE OFFICER :

RAHUL MATHEW

EXECUTIVE CREATIVE DIRECTOR :

GODWIN DMELLO

CREATIVE DIRECTOR :

SANKET WADWALKAR

ART DIRECTOR :

RONAK RAMRAJE

ANIMATION SPECIAL EFFECTS :

PUNEET NAIK

DESIGNER :

VASUDEV RAUT

DEVELOPER :

KRDS DEVELOPMENTS

CG & ANIMATION :

BALRAJ SHETYE/DEEPMOTION

POST PRODUCTION :

ARYA WADWALKAR

CHOREOGRAPHERS :

PONNAMBALAM THYAGARAJAN

BUSINESS STRATEGY DIRECTOR :

PREETHAM VENKKY

CLIENT SERVICE DIRECTOR :

GAURAV MAGOTRA

ACCOUNT MANAGER :

SHUBHITA AGGARWAL

ACCOUNT EXECUTIVE :

RIDDHI DHEBRI

ACCOUNT ASSOCIATE :

MOHIT BHATT

STRATEGIC PLANNING DIRECTOR :

KETAN RAMBHIA

PR AGENCY :

MONDIAL KOMMUNICATIONS, MUMBAI

PR MANAGER :

TRISHNALA VIJAYAKAR

ENGLISH CONTEXT EXPLANATION :

IN A COUNTRY DOMINATED BY FILM MUSIC, MTV HUSTLE WAS A FIRST-OF-ITS-KIND RAP REALITY SHOW FOCUSED ON UNEARTHING HIDDEN TALENT AND MAKING RAP POPULAR. BUT THE CHALLENGE WAS TO GET THE YOUNG MASSES TO SAMPLE THE SHOW AND THE GENRE.

WE REALISED THAT THE YOUTH WOULDN’T CARE UNTIL THEY FOUND THEIR STAKE IN THE GAME. SO WE CREATED THE FIRST EVER AI-BASED RAPPER, “BOTHARD”, WHO COULD RAP TO ANY WORD OR PHRASE IT RECEIVED AS A PROMPT ON INSTAGRAM, WHATSAPP OR GOOGLE ASSISTANT.