MTV and Kurkure to rock on
03 Jul 2009
Kurkure Desi Beats and MTV are partnering to produce a brand new reality series on MTV.
The duo are looking for singers and musicians and the show will capture the entire process of the hunt, the making and the rocking of India's hottest new Desi Rock Band!
Playing judge are some celebrated rockstars themselves - singer Kailash Kher, music composer Ram Sampath and MTV VJ Nikhil Chinapa.
The grand prize includes an album deal with India's leading record label, T-series, a music video produced by MTV, a mega concert besides a state of the art instrument set. The show is open to anyone who can sing in Hindi or play any instrument anything from the guitar, bass, drums, keyboards, violin, trumpet, dhol, sarangi, flute, tabla and even a thaali.
Competitions are based on performance, skill and the 'Desipann Quotient' as the contestants compete as individuals and bands every week.
Says Ashish Patil, general manager MTV India and senior vice president Creative & Content, ''MTV's combining two of it's biggest strengths - the ability to predict the next big thing & reality programming for a show that will create, launch and showcase a revolutionary new band that will redefine music and show you that rock is not niche. Rock is the new Gharaana and if you wanna be part of the family then rock on with MTV!''
Says Deepika Warrier, marketing director, Pepsico India Holdings Pvt. Ltd. (FritoLay Division), ''Kurkure Desi Beats, the asli desi snack, which celebrates no fun without desipan, is proud to partner MTV on ''Rock On'' - the hunt for the best 'desi' band! Also, Kurkure Desi Beats is the only 'desi' brand that offers the winners of ''Rock On'' a chance to literally ''be heard'' on a global stage…Kurkure Desi Beats will take India's best desi rock band global, to represent us in ''Be Heard'' - a search for the best musical talent around the world!''
Other partners on 'Kurkure Desi Beats Rock on with MTV' include Apparel Partner - Wrangler which is producing a special co-branded range of Rockstar jeans; Magazine Partner - Rolling Stone, Print Partner - The Times of India, Multiplex Partner - PVR , Television Partner - IBN 7, Official Deodrant Partner - SPINZ MEN and Associate Sponsor - Dixcy Scott.
