Emami's HE Deodorant in collaboration with MTV, announces the launch of MTV HE Ticket

HE Deodorant, the popular  male grooming brand from the house of Emami Ltd in collaboration with MTV, the iconic youth brand, have announced the launch of MTV HE Ticket, a 13-week reality show that will take contestants on exhilarating and one-of-a-kind adventures across India. The show started with call for entry through the microsite  www.mtvindia.com/heticket, and will premiere only on MTV on May 9th with a shortlist of 30 contestants selected assiduously through an online “All For Entry Mechanism”.

MTV HE Ticket, a platform that encourages the youth to ‘Be Interesting’ by treading roads less travelled will also test the endurance levels of contestants by making them encounter the extremes and the unplanned that this country has to offer.

“India as a country has a vast choice of far-flung places which are non-touristy and yet enchanting. MTV HE Ticket will be a trailblazing concept which will take the shortlisted participants on a journey to these best-kept-secrets of our country and in the process rediscover the interesting facets that are dormant within them. As a brand also, HE deodorant, epitomizes the EVOLVED man who tries to Be Interesting in his everyday accomplishments. MTV HE Ticket will be a journey of unique and unforeseen adventure which will showcase the sometimes exotic, sometimes bizarre, but always interesting aspects of people, places and activities” said Mr. Harsha V. Agarwal, Director, Emami Limited.

Speaking about the unique concept of the show Mandar Natekar, Head - Sales, MTV said, “At MTV we are always looking at providing our audience with unique content and interesting shows. And creating content which is in sync with brand needs is something that we have always excelled in. With MTV He Ticket, we are extremely excited to launch a unique travel based show which lets contestants bring alive the brand’s personality of ‘Be Interesting’. HE deodorant, known for its cool connection with the youth is the perfect partner for launching a show that works on exploring our country and the boundaries one is willing to push himself or herself to be interesting.”

Process of Selection: The first round of enlisting involves uploading a video by the participant on the microsite www.mtvindia.com/heticket trying to impress and convince the MTV judges with the interesting quotient in the person.

Show Format: The show is structured to begin with audition fails, proceeding on to selection of contestants, pushing them to the frontier with acts that involve derring-do at the most exotic locales of India and finally culminating in joint performance of a unique task by the VJ and the participant for the first time and possibly the last time ever. In the process, the show will capture the camaraderie between participants, their shared anxieties, apprehensions and finally the joy of success.

The launch of the microsite would be supported by a 360 degree integrated communication, including digital media and point of sale activation. An interested participant will get noticed directly by the MTV judges by buying a can of HE Deodorant. Coinciding with the announcement, a MTV HE Ticket backpack containing has also been launched which will be carried by the participants during the trips.

Backed by the star power of Bollywood actor Hrithik Roshan, “He” Deodorant  was introduced earlier last year in a slew of interesting fragrances inspired by all-time bests from the international fragrance families bottled in 6 variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician.

So Stay Tuned From May 9, Every Saturday at 8.15 pm for MTV HE Ticket