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| Mika joins MTV The Junkyard Project |
The Junkyard Project is a unique take on Swachh Bharat Abhiyan by MTV to mobilize the youth to take a stand on cleanliness and take on the challenge of turning dirt into art. MTV tied up with 300 colleges and mobilized the ‘Junkyard Army’ of over 30,000 students across India, who got together to clean up neighbourhoods and beautify 300 junk spaces as live music motivated them. Now, MTV along with - the King of Indie-pop, Mika has created the adrenalin fuelled ‘Dunk That Junk’ anthem to give this young army a pumping new war cry! The ‘Dunk that junk’ anthem by Mika is a total dance worthy number and will make young people get up and get cleaning. The rendition of the anthem is a complete earworm making it totally share-worthy on social media platforms incorporating an important lesson in a fun, musical way.
On his quirky composition for MTV The Junkyard Project, Mika Singh said, “It is extremely fulfilling to compose an anthem that brings the youth of the country together for a good cause. It is heartening to see a iconic youth brand such as MTV stepping in to help make India clean through an exciting initiative such as MTV The Junkyard Project. Keeping in line with MTV’s efforts, the anthem ‘Dunk that Junk’ has a very young appeal making the whole cleaning process a lot more fun and exciting. I hope the anthem reaches out to a lot of youngsters and serves its purpose of motivating them to do their bit for India.”
MTV The Junkyard Project is MTV’s way of supporting the Prime Minister’s Swachh Bharat Abhiyan. It is an attempt to get the youth to take a stand on ‘cleanliness’ and also aims to action change on-ground through clean-up drives that are built on music and art. MTV’s The Junkyard Project has also won critical acclaims at multiple award forums like Appies Asia, Promax BDA and Abby’s. The act of cleaning up will be further aided by the proceeds garnered from the anthem composed by Mika as they will be used to fund newer clean-up projects across the country. MTV is on a mission to mobilize youngsters to come together for yet another worthy cause to clean up the mess that we see around us and to make India the awesome country that it deserves to be. The anthem is already getting people in the mood to pick up the broom and making them dance their way to the dustbin.
MTV, world’s premier youth brand, is a dynamic and a vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans and artists. 42 MN fans following MTV across show pages on social media have made it one of the top brands in social influence as well. MTV consumer products are available across 20+ unique categories through strategic brand licensing tie-ups, leading to combined retail sales of 100+ crores present across all key online and off-line channels of distribution. In 2015, MTV also launched its first ever café in the world, FLYP@MTV at New Delhi in India. MTV has a buzzing MTV Live business with properties like MTV Video Music Awards and MTV Bollyland. Aiming to entertain, lead and collaborate with young people through its evocative communication and youth relevant shows like Roadies, Splitsvilla, Coke Studio@MTV, MTV Unplugged, MTV Girls on Top, MTV Love School and keep them engaged through various cause led initiatives such as MTV Rock the Vote and MTV The Junnkyard Project.
For information about MTV in India, visit - www.mtv.in.com
Edited by - Debjani Hazarika