STEINBRANDING HELPS MTV INDIA GET NOTICED
On-air promo director Piyush Raghani organized a contest to choose the right studio for the task. The conditions were to create a look that stated, ¨It's my MTV."
While MTV is recognized on a global scale, in India, its personality, tone and charisma seemed to be getting lost. Once again, they needed to be the kind of channel older people would view in a mix of horror and skepticism.
The main concept shows the world of the young as it exists inside their heads: surrounded by a metaphysical network of different influences, motivations, symbols colors and sensations.
The palette was created based on contrast, with a concentration of strong colors on specific areas over a dark background. The rounded typography is easy to read in the noisy environment.
The studio relied on Adobe After Effects and Photoshop to complete the job.