The brief: Launch the new season of MTV Roadies online
MTV Roadies is a no-holds-barred reality show where contestants fear the hosts more than any of the scary tasks assigned to them. Every year, the auditions become a crucible that every aspirant hopes to survive.
The idea: A vrtual audtion that's impossible to ace
The hosts of the show, Raghu and Rajiv, are known for their near zero tolerance towards most aspirants. To get people to experience this gruelling audition, we created an interactive YouTube experience, where the hosts broke the fourth wall and spoke down to the viwers. The hosts then led them to a series of challenges, much like the real show which the viewers had to complete through a mobile app.