Media
SPIRO - An MTV Indies Takeover powered by Fogg paints Mumbai in all colours 'indie'
06 April, 2015

~ Grammy-nominated American electronica producer Pretty Lights aka Derek Vincent Smith wows audiences at SPIRO~

~Pepsi MTV Indies celebrates the world of subcultures through Music, Comedy and Cinema as #IndiesTurnsOne~

MUMBAI, 4th April: With the advent of April, Mumbai witnessed a whole new cultural experience in the city! Pepsi MTV Indies, the natural habitat of the indie soul and Live Viacom18, the creator of many large format live experiences, came together to create a first of its kind indie experience, SPIRO – An MTV Indies Takeover powered by Fogg – as a birthday celebration for Pepsi MTV Indies as #IndiesTurnsOne. The four day saw an explosion of the indie-subculture across Mumbai through a plethora of exciting experiences for lovers of everything indie. A first-of-its-kind live indie experience, SPIRO-An MTV Indies Takeover powered by Fogg commenced its first edition in Mumbai on 1st April 2015 and went on till 4th April 2015.

The four days of SPIRO – An MTV Indies Takeover powered by Fogg, had fans celebrating the world of subcultures through music, comedy and cinema – proving to be an indie experience like never before. Beginning at the extreme ends of Mumbai; i.e. Andheri and Lower Parel, SPIRO weaved its way towards the center, culminating at Mehboob Studios in Bandra. SPIRO kicked off this four day indie experience with a one-of-its-kind award show at Blue Frog in Lower Parel, quite interestingly named as The Indie AwkWARDS. A party in the guise of an awards show, the evening was an entertainment package, complete with comic hosts – Hoezaay and Varun Thakur, fun award categories and nominations, trophies, acceptance speeches, and epic music performances by Bombay Black, Split, Blek and 2Sensitive.

Day 2 saw amazing performances by Kris Correya and Func at Boveda in Andheri and equally great performances by Qwiver, The Tripp and Subsystem at PDT, Lower Parel. The crowd was mesmerized on the third day of SPIRO as actress turned singer Sarah-Jane Diastook to stage with her breath-taking performance at TAP, Bandra along with Last Remaining Light and Tejas. Fans also got a chance to witness LIVE performances by Kaleekarma and Troja at Sante in Mumbai.

The madness culminated in a day-long cultural takeover at Mehboob Studios, Bandra, featuring film screenings, stand-up acts and a jaw-dropping line-up of musicians such as The Glitch Mob, Ez Rizer, Donn Bhat, Aqua Dominatrix and the headlining act by Grammy-nominated electronica producer Pretty Lights. Day four also witnessed an alternative stage at Mehboob Studios where indie enthusiasts got to watch artists such as Prateek Kuhad, an interesting session by Kommune Presents Storytellers with Unique Reading of Love Letters by Mini Mathur, Roshan Abbas and Raj Kaushal, the screening of the film Suleimani Keeda, and performances by B3: Battle Bars Bombay and slam poetry performance by Rochelle DSilva.

Speaking about the urban takeover, Aditya Swamy, EVP and Business Head, Pepsi MTV Indies said, “Our first ever urban takeover has come to an end and it’s definitely not our last. Spiralling across the city over four days, we were able to showcase some of the best indie talent from across the world. It’s been a wonderfully collaborative effort between the fans, artists and us. We look forward to taking SPIRO to many more cities as we continue towards our goal of exploding the world of sub cultures.”

Commenting on the success of the new property, Jaideep Singh, Sr. Vice President and Business Head, Integrated Network Solution says, “Live Viacom18 has always believed in introducing various genres of music and culture to the audience and connecting them to the right platforms through our various experiential properties. After creating IPs in EDM, Rock, Bollywood, this was our step in the #Indiemusic genre with a first-of-its kind property and we are proud to create an exciting property like SPIRO. The overwhelming response from the consumer and brand for this initiative is our testimonial that going forward SPIRO will grow many fold in years to come.”

Celebrating its first birthday in style by staging a first of its kind urban takeover, Pepsi MTV Indies that launched a year ago, has today created a place for itself in the hearts and lives of all indie lovers across the country. Going forward, the indie madness is only going to spiral further. As #IndiesTurnsOne, Pepsi MTV Indies and Live Viacom18 promises to take SPIRO to other cities in the time to come to connect with indie enthusiasts across India.

-Ends-

About Pepsi MTV Indies

Pepsi MTV Indies is the world’s largest platform for independent sub cultures and has been built in collaboration with a collective of artists and supporters of the independent scene. Led by Music, Pepsi MTV Indies also reflects other subcultures like independent Films, Art, Comedy and more, thereby taking these alternative art forms into the homes of millions. The channel was launched in February 2014, in High Definition and Dolby 5.1 surround sound and is available across leading DTH and digital cable platforms.

Tapping into this pulsating, dynamic and fresh subculture, the Pepsi MTV Indies is designed to bring together the vibrant potential of Indian youth. The channel’s programming includes mood based user generated playlists, artists busking on the streets of India, indie‘pedia’ to bring you upto speed on the happenings in the indie world, stories from amazing world that exists backstage, insights into iconic album art of our time, showcasing unusual suspects, graffiti art, bespoke automobile designing and avant garde fashion. Pepsi MTV Indies is an ‘always on’ platform available across TV, mobile, web and live events. The channel seamlessly integrates into the digital world with a unique mobile app called Pepsi MTV Indies and through an interactive website: www.pepsimtvindies.com

About Integrated Network Solution

Integrated Network Solutions (INS) is a wholly owned subsidiary of Viacom18 Media Pvt. Ltd. The one-stop brand solution offers unique & impactful experiences through a revolutionary combination of multi-dimensional marketing & engagement platforms. Launched in 2013, INS provides exposure that is Insightful, Inspiring and Instant in connecting with audiences across age groups through its three multi-dimensional marketing platforms – LIVE Viacom18, BE Viacom18 and SPOTLIGHT.

LIVE Viacom18 engages with millions of consumers through impactful large format live properties such as Vh1 SUPERSONIC MTV VMAI, Nickelodeon KCA, Emerge, MTV Xtreme, and Comedy Central Chuckle Festival amongst others.

BE Viacom18 leverages the power of One Viacom18. It customizes in-programme and in-film opportunities for brands across Viacom18 channels and Motion Pictures.

SPOTLIGHT offers innovative avenues for brands to connect to audiences with the multi-faceted celebrities associated with Viacom18. It opens up enormous possibilities by creating customized content to tell a story that tugs at the heartstrings and engages every demographic.

For further information:

MTV/Pepsi MTV Indies – Communications
Prasanna Ratanjankar | 9819658616 | prasanna.ratanjankar@viacom18.com

Vh1 – Communications
Pradeep Kumar | 9167024555 | pradeep.kumar@viacom18.com