CEAT MTV Hero Honda Roadies Battleground 3

Doors open for Highway to Hell – ‘CEAT MTV Hero Honda Roadies Battleground 3’

CEAT MTV Hero Honda Roadies Battleground 3

MTV ropes in John Abraham for a cameo in Roadies, Raghu is Back – And so is the ‘hell’!

· Winner of Roadies Battleground gets a direct entry on Roadies journey

· Roadies Battleground finale will be aired LIVE online and on television for the first time ever

· John Abraham to pick the lucky winner

Mumbai, 17th August, 2010: The gates to hell open once again as Roadies – Season 8 is here with its first leg, ‘CEAT MTV Hero Honda Roadies Battleground 3 – Highway to Hell’. To announce the return of the biggest cult show on Indian Television, present was the hell raiser himself Raghu Ram. As hell promises to get treacherous, contestants can find a guardian angel in John Abraham, who has been roped in by MTV to play a cameo in Roadies Battleground this season. If you think you’re smart enough to outwit them all and get on the highway to hell; then log on to www.mtvindia.com/rbg to audition for ‘CEAT MTV Hero Honda Roadies Battleground 3- Highway to Hell!’

CEAT MTV Hero Honda Roadies Battleground 3

Roadies 8 journey kicks off with Roadies Battleground 3 – Highway to Hell and the conqueror of this battle gets a direct entry to Roadies Season 8! The property (Roadies Battleground) that was primarily online, this year lends itself across multi platforms; and the finale will be aired LIVE online and on television for the first time ever. The tasks will be assigned by Raghu Ram and Rannvijay, the ‘undertakers’ for this season. John will also help Roadies aspirants with his quick tips on the IVR line 5056882, just as he does in his upcoming movie ‘Jhootha Hi Sahi’. That’s not it… He will also play a key role in choosing the final winner!

Says John Abraham on the association, “Being a biking enthusiast myself, I’m a big fan of Roadies. I’ve worked with Raghu in ‘Jhootha Hi Sahi’ & I was thrilled when he told me he was coming back to it! We were looking at doing something interesting together again, and so decided to bring my character from ‘Jhootha Hi Sahi’, Sid, to help out the lakhs of fans who participate. Though not a liar, Sid ends up having to lie to get what he wants throughout the film. So I’m going to run a helpline, called ‘Sid’s helpline’, and give tips to contestants on how to lie a little to get ahead. To bend the rules, not necessarily cheat. I am the edge that could help you win…”

Coming back on Roadies, says Raghu Ram, “Roadies this year starts with Roadies Battleground 3, and for the first time, the winner will go DIRECTLY to roadies 8 as a cast member, without having to audition!”

Says Aditya Swamy, Senior Vice President, Sales & Marketing – MTV India, “Today engagement with the audience happens when content is platform agnostic. Roadies is a classic example of a property that started off as TV show but is now engaging with consumers across multiple platforms. A sum of all these closely connected parts makes the brand bigger and more exciting. Roadies Battleground 3, has been significantly scaled up with support from our partners Ceat and Hero Honda and what you will witness is a true multimedia experience which is just the beginning of a very exciting new season of Roadies”

Adds Vinod Kumar, Head – Marketing, CEAT, “CEAT’s present and future is intertwined with India’s youth – their aspirations and their way of life. We are proud to be associated with MTV Roadies for last 3 years. We are pleased to extend this association to Roadies Battle Ground this year. This is a great platform for CEAT to keep in touch with young India.”

Over the last 2 years, Roadies Battleground has formed a cult in itself. With over 500, 000 members on Facebook and growing, this online version of Roadies has created its own niche in the internet space. In season 6, runner-up Roop Bhinder went on the journey to Hell Down Under! Post RBG 2, Season 7 saw Mohit & Eric battle it out right to the final episode! Get ready… you could be next!

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