Agency’s research identified SV Road in the western-suburb of the chosen city Mumbai, India, as most congested during 7-9.30pm. JaagoMumbai90.8 a Community Radio playing in a limited radius of 4 kms on the selected street was persuaded to broadcast MTV Unplugged as content barter, first of its kind usage of a non-commercial Community Radio. To create the content, a special event was organised at a happening hangout, BlueFrog, where participating artists performed to a packed audience. The same content was also effectively used on YouTube. OOH signs were put up on the same street asking people to tune in to 90.8 frequency in their cars or mobile handsets. A first of its kind execution took place when the static OOH signs were used for a particular day-part as it lit up between 7-9.30pm much like TV day-part buying. Last billboard on the street thanked audience for listening and invited them to catch the real action on TV at 8/10pm every Saturday.

The buzz caught on social networks crossing 100,000 fan base on the Facebook page and 350,000 views on Youtube. Media picked up the same too with huge PR coverage. Over 15M viewers watched MTV Unplugged on the TV screen. MTV reach within the 25-34 age group increased by 50% in the first 2 weeks of the activity.