Having established itself as a youth brand born out of popular youth culture, MTV is now garnering accolades for its influence, appeal and contribution in this space. It was conferred the “Master Brand” award in the youth Entertainment category at the 4th edition of Master Brand Awards hosted by the 22nd World Brand Congress in Mumbai. Along with MTV, some of the other winners of this prestigious award are Lakme, Blue Dart, Johnnie Walker and LIC in their respective categories.

The title of ‘Master Brand’ is bestowed upon the brands that appeal to a large set of consumers from premium to mass while constantly keeping in mind a consumer centric approach. With the Indian industry seeing a heavy and healthy mix of popular international brands and local home grown brands in every category, the Master Brand is one that has outlived time and is indexed to an evolving market. The Master Brand Award and title is given based on research, market sentiment and consumer perception as key parameters. It’s a brand that’s here to stay.

Adding another feather to their cap, MTV also won Mobby’s Award at the World Brand Congress for the Best Facebook application in the entertainment category for the Imamogram app created for the show ‘Time Out with Imam’. A modern day telegram, Imamogram was created as a fun app through which youth could send cheeky personalized messages to each other. And, the message would be delivered by Imam Siddique in his own style with the person’s name and profile picture. Therefore, each message was unique in its presentation and was customized to the recipient.

The World Bank Congress is an event that brings together branding and marketing experts from around the world.

By Staff Writer