MTV Networks' Vh1 started beaming into Indian homes in 2005. The network undertook umpteen number of activities to create a buzz in order to familiarise the audience. One that stands out was Vh1 Hip Hop Hustle. 2005's smash hit hip hop bands - Flipsyde - was brought down to Delhi and Mumbai.

The Vh1 Hip Hop Hustle was promoted in an integrated and comprehensive manner - whereby besides outdoor and print campaigns; ground activation was also undertaken. Twenty high-footfall and youth-centric locations in Delhi and Mumbai were selcted where hip-hop dancers shook their booty. The channel also had posters; flyers were distributed across the country in Nokia Outlets, Coffee Day Xpress' and Planet Ms.

In addition to this, Vh1 also undertook two weeks of teaser nights at Enigma in Mumbai and Elevate in Delhi with two international DJs.

"Vh1 Hip Hop Hustle was clearly the biggest activity because of two reasons - the response generated by the campaign across Delhi and Mumbai… leading to sold-out performances and the second being the kind of resources (manpower, money and time) deployed by us behind this initiative," said Vh1 general manager Keertan Adyanthaya.