Technology PR:
Whitemischiefbay.com to provide tips to aspiring flirts
Mumbai, June 25, 2008: In a grand finale to the twelve-week-long White Mischief – MTV "License 2 Flirt(L2F)" campaign, United Spirits White Mischief Vodka and MTV announced the final winners in true flirtatious style at Hotel Taj Mahal today. Created amidst a cool and vibrant setting that reflected the youthful quotient of White Mischief, the event was decked with humour and mischief while the glamorous MTV VJs built up the excitement with their wit and repartee. The License 2 Flirt (L2F) campaign is developed around White Mischiefs essence of flirtatious mischief (with none other than Bollywood hottie Zayed Khan as its brand ambassador) and captured the imagination of youth across the country.
According to Debashish Shyam, Business Head, United Spirits Limited, "This activity has brought alive the essence of the brand in a manner that no other spirits brand has done before. A theme like License2 Flirt has brought out the wittiest best in our consumers and helped them engage with the brand."
L2F engaged consumers in eleven cities across select pubs, night clubs and discos and hit about 500 locations armed with nothing more than a laptop and a fun-filled flirtatious quiz. All that the consumers had to do was to sit in front of the screen and answer simple questions to win exciting prizes. The answers rated them on their flirt quotient. The campaign was a huge success with people falling over themselves and over their friends to prove that they were the best flirts.
Eleven winners from various parts of the country got to flirt with the five MTV VJs (Nikhil Chinnapa, Rannvijay, Sophie Choudhry, Mia and Anusha) and the final winners selected will officially get the ultimate "License2flirt" title. The smoothest flirt, the most honeyed tongue and of course, the naughtiest mind.
According to Aditya Swamy, Sales and Marketing Head, MTV India, “Young people today are active across media platforms and every marketer is faced with the challenge of interception. In partnership with White Mischief we have created a multi-platform campaign which brought together on-ground, TV and the web that ensured that the consumer was smartly intercepted by the brand proposition. With a truly exciting prize to go along, this activity has been a huge hit”
The thrill reached a crescendo with the announcement of the launch of the brands website www.whitemischiefbay.com. It is a virtual location where people can meet, exchange flirty messages, read their flirtoscopes, create their profile, post questions to the flirt guru and have a mischievous flirtatious experience. The site has witty icons are relatable and yet intriguing. The site maintains the spice and mischief with its tongue-in-cheek humour and bold creatives. Users can listen to the Flirt Gurus bedtime stories, seek bits of sage advice or can post queries relating to matters of the heart. What’s more there are also funny monkey videos and over time, consumers will be allowed to post their own videos.
And if you missed this contest, perk up! Theres hope as you can get flirty tips from whitemischiefbay.com and participate in License 2 Flirt next year!
More on L2F findings :
The activity started off from Bangalore and spread to various cities across India including Indore, Nagpur, Lucknow, Jaipur, Delhi, Hyderabad and Kolkata. The License 2 Flirt activity films were aired extensively on MTV and supported through other media channels and youth focused websites.
Many contestants on License 2 Flirt had the element of evil that helped them survive through the rat race. 50 % of the women liked to flirt with bad boys because it gave them an adrenaline rush. Close to 80% of men preferred to date naughty girls as they were more fun and came with no strings attached but a mere 10% of the population wanted to marry them. The game players also expressed their views on pick up lines that could eventually lead to a relationship. "Your place or mine?" was voted as the worst pick up line. "You are so hot that the ice in my drink has melted!" and "Did I lose my way or did you fall from heaven?" also found a place in the cheesiest list. Research clearly stated that asking someone out for a cup of coffee had more success rate than a bad pick up line. The most usual place to flirt was at pubs, malls, social gatherings or when stuck in an elevator. Unexpected places to flirt were found to be on an amusement ride, laundry room or pediatricians office.
The evolution of the show revealed many dimensions of flirting. Research showed that flirts could be divided into genres like naughty, innocent, wild, and wicked. While men were first attracted to eyes, smile, body and assertiveness, women were concerned with charm, sense of humour, personality and comfort level. Most women craved to be pampered while most men liked to pamper.
About White Mischief Vodka
White Mischief vodka is a millionaire brand (those that sell more than a million cases annually) from the United Spirits portfolio. With a volume growth of 31% in FY07, the brand is bullish on the regular vodka segment.
About United Spirits Limited (USL)
United Spirits Limited (USL) is the INR 4000 crore spirits arm of the UB Group. USL was earlier McDowell and Company Limited and before that McDowell Spirits Limited. USL is headquartered in Bangalore with a global footprint and has 600 employees across various locations. USL has a portfolio of the more than 140 brands, of which 17 are millionaire brands (those that sell more than a million cases per annum) and has manufacturing and bottling units in 67 locations across the country.
USL represents the merged entities of erstwhile McDowell & Co. Limited, Phispon Distillery Limited, United Spirits Limited, Herbertsons Limited, Triumph Distillers and Vinter Private Limited, Baramati Grape Industries Limited, United Distillers India Limited, McDowell International Brandies Limited and Shaw Wallace Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as proprietary business in 1826. For detailed information, please visit www.unitedspirits.in
About MTV India
MTV, India’s leading multimedia youth platform, caters to the interests and passions of 15-34 year olds, offering them music and non music programming (Bollywood, fashion & style, fiction, reality series and non –stop humor )in MTV Ishtyle. The MTV VJ’s are known for their witty humor, their awesome sense of style and their penchant for the unpredictably cool. MTV India is now part of Viacom – 18, a 50 – 50 joint venture between Viacom & TV 18. Since its launch in 1996, the channel has been felicitated at various national as well as International platforms for its unique humor and unmatched creativity. MTV is the ultimate destination for advertisers to reach out to the Indian youth with its path breaking properties (Semi Girebal, Style Awards, MTV Youth Marketing Forum, MTV Youth Icon and MTV Roadies, among others) that have created unparalleled loyalty amongst the viewers. With almost 5.5 lakh hyperactive users, www.mtvindia.com continues to be the most popular youth hangout online.
About Viacom Brand Solutions
VBS is the Marketing & Business Development arm of Viacom18 that represents the network’s combined portfolio of assets in India – currently MTV, Vh1, Nick, Studio 18 and their digital media properties. Immensely successful internationally and launched in India in Oct 2006, VBS is the one stop shop for developing marketing & creative solutions for brands. VBS leverages the networks in depth understanding of kids and youth along with the best in class creative and production expertise to provide end to end multiplatform solutions.
About Viacom 18 Media Pvt. Ltd
Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B, world’s leading entertainment content company, comprising brands like BET, MTV Networks and Paramount Pictures) and the Network18 Group, (one of Indias leading full play media conglomerates with interests in television, internet, filmed entertainment, mobile content & allied businesses, comprising brands like CNBC TV18, CNBC Awaaz, Newswire18, moneycontrol.com, CNN-IBN, IBN 7, Homeshop18 and E18 amongst others). The joint venture includes leading brands across television, film and digital media to build one of India’s leading multimedia entertainment powerhouse. Viacom 18 Media Pvt. Ltd. includes the vibrant youth brand - MTV, the fastest growing kids channel - Nick, India’s only International Music & Lifestyle channel - Vh1, Studio18, a new-age motion picture brand that produces, acquires and distributes Hindi films and the soon to be launched Hindi General Entertainment channel - COLORS. This apart, Viacom18 also runs Viacom’s consumer products business in India. Viacom18 brings together the unique strengths of two formidable partners, thus forming an entertainment conglomerate that will have a competitive advantage in serving the needs of both viewers and advertisers. For more information on Viacom18, Viacom or Network18, log on to www.viacom18.com, www.viacom.com and www.network18online.com respectively.
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