MTV India gears up social media-driven adventure format

MTV India has launched an ad-funded adventure show that follows two influencers driving around major cities, with their route picked via a live poll on social media.

Hyundai x MTV What’s Your Venue is from creative agency Havas Media Group, which launched a new content division in April.

The four-parter hands audiences “full control to help the duo decide what they will do next”, as the couples explore Goa, Mumbai, Delhi and Manali. Viewers will be given a series of options at important intersections, allowing them to dictate the couple’s direction of travel.

The show debuted on Paramount-owned MTV India on 15 July, and was also available concurrently via Voot, the streamer operated by Paramount sibling Viacom18. It is also shown live on MTV’s YouTube page.

Anshul Ailawadi, head of youth, music & English entertainment at Viacom18, said the show is “redefining entertainment by putting our audience in the driver’s seat and making them a crucial part of the show.”