Fool’s Day branded as “Bingo! MTV Bakra Din” where Bakra is Hindi for ‘goat’ and therefore scapegoat and Din stands for the day.

The most talked about event in this period was the upcoming Indian Premier Cricket League and all the controversies around it. Breaking news everyday with a new version of what was to be and what wasn’t. MTV & Bingo! capitalized on this media hyped drama, by serving up gags through the day with fake cricketers fooling each other, and the channel’s most popular jockey, a youth icon, also being ‘fooled’.There was a complete roadblock by Bingo! on MTV on that day, no other advertising was allowed to run, only MTV content and the Bingo! gags. Their most popular VJ, Cyrus, ensured brand mentions at the right moments in the day. MTV also created special commercials featuring two youngsters playing the fool while enjoying a pack on Bingo!

Among youth in key markets:• MTV Viewership doubled on 1ST April in comparison to any Wednesday of last 13 weeks.• “ Fool’s day” recall was far higher (47%) than any regular content run (25-30% for next 3 recalls).• 72% of those aware had seen Promos on MTV.• 65% of the viewers recalled Bingo! as a sponsor.• Funny, Whacky, cool and unpredictable are the attributes associated with Bingo! amongst MTV fool’s day viewers.• Almost all (94%) loved the content on that day.