CEAT and MTV to repeat ‘Chase the Monsoon’ Supershow

CEAT and MTV are all set to return with the second edition of ‘Chase the Monsoon’.

August 09, 2014 10:54 IST | India Infoline News Service
After the super success of its first season, CEAT and MTV are all set to return with the second edition of ‘Chase the Monsoon’. The social reality show will feature a 24 day biking road trip with 4 teams, each team consist of 2 members, set out with a limited budget to explore the sights, scenes & life during monsoons across India. The show premiered on 7th Aug 2014 and will be available at mtv.in.com/chase.

Living up to the core brand promise of CEAT All season tyres, the journey will cover driest geography to wettest part of the country, and the chosen contestants will embark on a journey from the dry lands of the Rann of Kutch to the ever damp terrains of Cherrapunji. As the journey progresses, contestants will move from one checkpoint to another performing challenging tasks that will help them earn points. A concept introduced last year, contestants will engage on social media platforms such as Facebook, Twitter, and YouTube, etc. to popularize their adventures, earning them social currency which is linked to the teams budget on the show.

Nitish Bajaj, VP, Marketing, said, “Chase the Monsoon witnessed immense success in its first edition with high youth engagement on social platforms. This year, the series gets much bigger with the riders discovering various terrains and seasons across India. This marketing event is in continuation of our effort towards youth imagery for our bike tyres.”

Prabhakar Tiwari, GM, Marketing, said “Chasing the monsoon from Driest to the wettest part of the country will establish the superior wet grip feature of CEAT tyres making it a truly All Season tyre. The show is designed to garner more attention from both digital savvy adventure junkie &true bikers segment. Given we have already got 25% more team entries & 16% organic growth in Facebook fan base, we are confident that we will create new social media record with this supershow. Moreover, our product performance will be showcased across multiple digital platforms through active engagement and high visibility among MTV fans during this period.”

Contestants registered as a team of 2 for the series by submitting videos, blogs and pictures describing the biking escapades of their life. Once shortlisted, the teams gathered votes from friends and families to get selected for the ‘Chase the Monsoon 2‘ expedition.

Chase the Monsoon has garnered a lot of attention around award fests in 2014. Chase the Monsoon was awarded the Gold Abby in the ‘Branded Content Category’. It also won Bronze Abby in the ‘Youth Marketing Category’. The show won awards for media campaign at Global Youth Marketing Awards and Pitch Youth Marketing Summit. The automotive sector DMAI awards also recognised the innovative concept.

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