MTV Beats has upped the cricket fervour to bowl over fans with its initiative #CricketMeinHaiBeat and a special anthem Blood Main Hai Blue to set the tone for India’s most favourite sport, states an exchange4media.
Speaking on the campaign, Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18 said, “As India’s fastest growing music channel, we believe in inventing ways that deepen our bond with our viewers. The Cricket World Cup is close to the hearts of every Indian and hence, with the World Cup campaign we have created an opportunity for young Indians to connect their favourite music to their favourite sport.”
Striking a chord with the fervent emotions for the sport in India, MTV Beats launches ‘Blood Mein Hai Blue’, a peppy anthem to echo the voice of million cricket lovers. Building further on their brand proposition, this anthem composed by Alan and Kevin and sung by budding singer Shan-Hisar, (Prashant Khairwal) redefines the spirit of a nation that worships cricket and urges them to support our Men in Blue. Anthony Rohit Manjrekar’s lyrics are sure to resonate with every cricket fanatic with the anthem being MTV Beats’ special ode to the biggest sporting event in the world. The anthem will also be available exclusively on JIO Saavn, the streaming partner.
Across the grounds, rooftops and back alleys, Cricket has the most vociferous fans in India. Offering the viewers, a chance to experience cricket in music, MTV Beats presents an innovative platform that converts each run-over-inning and the entire world cup series into Beats, therefore, allowing fans to enjoy a musical journey of their favourite cricketing event. These beats are a LIVE composition on the platform as every ball is played during the match, eventually creating the longest composition of music for a sport. So, whether Virat Kohli hits a 6 or Bumrah delivers a hat -trick, there is always a track for MTV Beats audience to stay entertained without a break.
The Blood Mein Hai Blue anthem reflects the collective sentiment of a nation that’s pinning its hope on Team India to emerge as a winner. With the biggest fandom rooting for our team, #CricketMeinHaiBeat intends to create India’s longest track for a sport. Fans can either listen to the entire match in beats or even just get top innings, best player highlights and forecast overs and create their own representation of the over in beats to win some exclusive merchandise!
MTV Beats will also showcase the love and support pouring from our celebrities with special wishes for Team India on social media followed by their most loved songs. There will be a series of music segments, with 6 and 4 hit songs back to back, namely ‘It’s a 6’ and ‘It’s a 4’, that will up the excitement and the spirit of World Cup 2019.