| 21 Jun 2024
'Vh1 Represent' reaches out to the youth through a campus initiative

MUMBAI: With a keen focus on engaging with and building a strong platform amongst the youth, Vh1, the pioneer in international music and entertainment is all set to launch a robust campus connect program in over 19 cities, with about 100 colleges . Titled ‘Vh1 Represent’, the program which is an online and on-ground youth connect program will comprise of three major functions – ‘branding in colleges’, ‘tie up with youth events and college festivals’ and ‘an influencer network’ which will act as the channel’s representation at these colleges.

Announcing the latest initiative by the channel, Viacom18 EVP & Head - English Entertainment Ferzad Palia says, Vh1’s core proposition has always been to ‘Get With It’ calling out the young and old to align with all things cool. The Youth and their fast developing tastes have been synonymous to that proposition; they are go getters who want to be a part of everything that is trending. With this college program we aim to identify such students and get them to be Vh1’s Voice on Campus. It’s a great extension of the channels on air philosophy to engage with a vast majority of our target audience.

‘Vh1 Represent’ is a massive youth campus initiative that celebrates the spirit of youth across college campuses in India. The initiative encourages youngsters to showcase their talent and creativity, while giving them an interactive platform to create, connect and collaborate with each other. The platform will live 365 days through TV, web, mobile and social where content and experiences are curated with the college students.

Garnering a strong brand recall with multitude of activities like youth connect programs, partnerships with hangouts, college festivals and allied youth touch points, apart from television, Vh1 aims at an integrated approach towards entertainment. Aligning with this vision, Vh1 has launched this new project to give a platform to the voices of the young and engage with them more consistently. Vh1 Represent has a crew of 200 who help the brand co-create their core proposition’s translation on a day to day basis- ‘Get With It’.

Each element that has gone into building ‘Vh1 Represent’ involves an extensive thought process backing it up. The winners at this program will be gratified with channel merchandise ranging from t-shirts and headphones to concert and gig passes.