| 31 Mar 2023
MRF's reaches out to six lakh audiences with their music-based campaign

MUMBAI: A four week long campaign- MRF NV mix that will end this month has already attracted over 12000 entries. The MRF NV mix contest received responses from both, bikers and musicians alike. The contest is about creating tracks with the live recording of bike sounds.

Creative director of Experience Commerce, Virinder Vilkhoo said, "The idea of the campaign was to add freshness and excitement to one of India’s most trusted tyre manufacture companies- MRF. Along with the look and feel of the design we brought in modern sound mechanisms as well."

He further explained the challenges, "We grappled with a few challenges along the way in terms of actual mixing of sounds to generate audio tracks. There were multiple sounds playing on each console, but we are glad we got it up and running in just two weeks."

The sounds are part of eight different loops to generate music for three different genres- Bollywood, EDM and HipHop. The campaign targeted people aged 18 to 30 years old. "A whooping 60,527,579 people have been reached in the first two weeks, where 90 per cent of them are between 18-25 years of age. We have received entries from over 12000 participants who are a mix of casual and expert riders," added Vilkhoo.

Bikes like KTM 200 Duke, Royal Enfield Classic 500, Yamaha R15, Harley Davidson Street 750 along with special studio equipment, were used to record the sounds live. Vilkhoo stated that "tyres play an important role in generating the many sounds of bikes."

The participants who have made it to the top 20 list are Akash Gupta, Kausthub Ravi, Love Joshi, Anant Chauhan, Tanmay Kahali, Mohit Arora, Nishad Shivgan, DJ Mohit, Bhavya Rastogi, Gyan Mohan Singh, Mohit Arora, Shriman Parikh, Vivek Chandran, Vijin Das, Rajesh Sheoran, Pardeep Kumar, Nikhil Rathi, Abhishek Majumdar, Sanil Bawankar and RX Mohit Jagtap. Of these participants, one will win a Honda CBR250R.  

MRF NV mix contest winners will be announced on 13th January 2015, "post which MRF plans to keep engaging with passionate riders." The website developed for the campaign is expected to remain for a while. Vilkhoo stated, "The aim is to not only cater to serious bikers but also give fun titbits of information for casual ones. So post the campaign, we will kick off a Smart Riding Community and keep giving Bikers fun things to do."

"We have encouraged biker communities to be a part of the campaign," he said. The likes of Bikers Brotherhood Club, Brotherhood Of Tourers, I am adventure and more than 50 biker communities, ranging from 10000 members to 5 members, are competing. The top four teams of the best participation group/ community stand a chance to win a sponsored trip from MRF.