MTV Play’s design & they chuckle. “College!”

Who’s working behind PLAY?

When it launched, it created waves amongst the usually calm and placid marketing & research segment. Marketing & brand managers inboxes, walls, twitter pages & chat boxes were buzzing with 2 words which never fail to get them excited: MTV Play. By now, we’re all pretty familiar with the website which promises a peek into the complex minds of today’s most powerful & demanding consumer – the youth. Every advertising, marketing & brand building technician out there has always been perplexed when it came to this topic & the answers that lay hiding inside. And just like that MTV Play exploded onto the scene, playing smart & asking the right people the right questions.



The website’s gorgeous, there’s no doubt about that. With a lot of effort gone into conceptualizing, designing its user experience & interface, one might wonder who’s working behind Play? We did some digging around (hardly, since the answer was right there on the bottom right corner of the site) & found out that the people behind this little masterpiece were called Digital Driftwood, or DDW among friends, family & the odd client.



So we paid them a visit & were pleasantly surprised to encounter a crazy bunch of passionate people almost living out of their yellow Andheri West office. After looking really hard for someone who was in charge, we finally came across the CEO – Vikram Varma, donning a pair of CK jeans & a Ferrari t-shirt. After exchanging a few warm ‘Ssups’ & our interview or ‘chat’ as he called it, took off.



“We’re a wild bunch.” Mr. Varma said, “But when it comes down to business, we’re as professional as they come.” Soon, Anita Varma, the Creative Director, joins us & reiterates this fact. “Our clients know us for our ideas & our turnover times. 2 things which really matter when & where it counts.” Ask them about the inspiration behind

MTV Play’s design & they chuckle. “College!”, they answer in unison. Anita explains, “We needed a site which reflected today’s youth while still connecting to our core TG – the older guys in suits. And the one thing that still holds true to the youth till date, are college benches.” “We have all left a mark on our benches back in college. And this, is MTV promising brands that they too, will leave an impression with their help. Hence… the site, complete with graffiti & clutter. It’s universal I tell you”



We agree Mr. Varma. In fact, the site has done really well with the industry abuzz amongst the intended target group. It’s refreshing to see how insight & design, when put together, go a long way. It goes to show, that it takes a lot of hard work, to make MTV Play.

We are the advertising agency, involved in various communication tasks

Saurabh Sharma, 8A, 3rd floor, Shanker Market, CP, New Delhi-01
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This release was published on openPR.