MTV Roadies to go from Hero to Renault

MTV Roadies, a reality show based on motorcycle journeys has surprisingly changed its format and now will go on four wheels. The change in the format of the show has been done as Renault has become the title sponsor of the show, previously it was Hero MotorCorp. A massive change in the format has been done which made the show go from X2 to X4. Renault Duster is the fastest selling SUV of the country, which completely fits with the show as the Roadies is rapidly growing and most popular reality show of India. The winner of the show will get a brand new Renault Duster as the winning prize with other perks.

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Roadies viewership has increased by 50% over last season and got 60 M online views along with 10 M engagement on social networks. However, change of the format will come up with more twists and turns for which the show is always known for. The SUV’s will be specially converted for the show with some innovations in the content.

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Speaking about this association Aditya Swamy, EVP and Business Head, MTV said, “It’s a brand new season and yet it feels like the first.  It’s an absolute pleasure to start a new era in the Roadies journey with Renault Duster as our title partner. To have the most successful SUV of India, Renault Duster, become a part of the most iconic youth entertainment platform is a perfect partnership and a matter of pride. I believe this change reflects the growing aspirations and power of young India perfectly and this is going to energize the show and bring in a whole new level of participation and viewership’