his story is about a happy and uncalled-for coincidence, inspired by genuine nonsense and doesn�t have a specific point to make. Confused? Well, that is what The Brand Reporter came to conclude after a 10-minute chat with Cyrus Oshidar, senior vice-president, creative and content, MTV Networks India.

The plot is like this. Over the past couple of months there has been a deluge of advertising of MTV products on the channel - touting clothes and accessories to watches, credit and debit cards. So the question to Oshidar was: Is MTV on some sort of a brand building overdrive?... more