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MTV Beats launch party to take place in Central London

Viacom18 is celebrating the launch of its new channel, MTV Beats with a lavish launch party, which is set to take place in Central London today.

MTV Beats, which made its launch on Sky this week is using the strapline the “The Baap of Bollywood music”. With its colourful and funky grapics and tongue-in-cheek humour, MTV Beats is being positioned as a differentiater in the market, following the youthfulness of the ‘MTV’ ethos.

The launch invite as pictured below, has humourous Hindi dialogues such as “Baap ki party hai, aaoge kaise nahi”. Then further below, there’s “Baap Ki party hai, jo pehena hai penho”. The constant references to “baap” (father) hints at that the channel is THE channel for Bollywood music – a direct swipe at its rivals.

The launch event will also feature a live performance by award-winning playback singer, Papon.

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