Adlabs and MTV Networks India today announced that they will co-produce films targeted specifically at the youth and release them across key markets in India. These films would be in the domain of key youth interests, including humour.

Adlabs and MTV Fully Faltoo Films would cooperate to finalise the script, the cast and the director for the same. All rights for these films would be jointly owned by Adlabs and MTV. The first film will release shortly and specific details on that will be announced later.

Aimed at strengthening the bond Adlabs and MTV enjoy with the youth of the country, both the players will leverage their respective customer touch points to promote these films through ground promotions, television, outdoors, merchandising and youth hangouts amongst others.

According to Pooja Shetty, Director, Adlabs Films, “We are very enthusiastic about our tie-up with MTV as this will help us to specifically target the youth of the country – a segment that can appreciate new and unique genres of films and will set the trends for years to come. They are an extremely important audience for Adlabs.”

Speaking of the alliance, Amit Jain, Managing Director – MTV Networks India, said, “We are excited to partner with Adlabs in this unprecedented initiative that is bound to change the paradigms of in-theatre youth entertainment”. Commenting on MTV’s foray into films, he added, “Given MTV Films’ international experience with over 40 films including hits like ‘Jackass – The movie’, MTV India’s expertise at the unique Indian sense of humour and, last but not least, evolved entertainment needs of the Indian youth, it makes perfect sense for us to extend our brand franchise to yet another new platform in India – films”.

Source: Indiafm

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