Indian multi-media entertainment powerhouse Viacom18 Media Pvt Ltd (a 50:50 joint venture between Viacom Inc and Network18) revealed the identity of their soon to be launched Indie music and sub culture channel on February 5. PepsiCo India is the title sponsor of the channel.

Pepsi MTV Indies will be the world’s largest platform for independent sub cultures and has been built in collaboration with a collective of artists and supporters of the independent scene. Led by Music, Pepsi MTV Indies will also reflect other subcultures like independent Films, Art, Comedy and more, taking these alternative art forms into the homes of millions. The channel will be launched this February, in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms.

Pepsi MTV Indies logo

Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats said, “At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.”

Talking about the first of its kind brand association in India, Deepika Warrier, Vice President – Po1 Marketing PepsiCo India, said, “Pepsi as a brand has always stood for anticipating the pulse of the youth ahead of the curve. Our positioning, as manifested in our tagline OH YES ABHI, celebrates the impatience of youth who want the excitement, the spotlight, the action, the stage, right now! Music is a key youth passion point and Pepsi’s biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers.”

Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity.