The newly launched 24X7 Hindi music channel, MTV Beats — from the stable of Viacom18, has had a great start to its journey in India. With its unique positioning and differentiated content offering that is targeted primarily towards the youth, the channel has created quite a niche in the Indian Bollywood music space.

To further popularise the product offering to the Indian masses, the channel has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates. That is the core objective with which MTV Beats wants to associate itself with the young viewers of India and be seen as an able partner providing them the best in Hindi music.