MTV Fully Faltoo NFT Drop


MTV Hustle is India’s first-ever hip-hop/rap reality show that encouraged aspiring rappers from every corner of the nation to battle it out and become India’s biggest hip-hop star. The show airs on MTV India and the digital streaming partner for the show was Voot. With an excellent response to Season 1, MTV decided to renew the show for another season. To create awareness for Season 2, MTV decided to join hands with #ARM Worldwide. 

The rising trend for hip-hop singers and rappers

Post the phenomenal success of Season 1, MTV India set the hunt for its next rapper in Season 2. India’s ultimate rap background was revived with Season 2, which was co-powered by Wild Stone's new classic range and produced by Fremantle. 

MTV Hustle 2.0 will pick 16 of the country’s most unique rap voices, in 10 power-packed weeks. Featuring global artist and rap supremo Badshah as the judge, with eminent Indian rap trendsetters and pioneers EPR, King, Dino James and Dee MC as Squad Bosses. 

We, at #ARM Worldwide, were excited to be a part of this musical journey and joined hands with MTV Hustle to ensure this campaign reached the pinnacle of success. 


The objective of the campaign was to:- 

  • Create awareness about the new season of MTV Hustle
  • Engage the maximum number of people on social media platforms

Strategy devised

Our influencer marketing team conducted in-depth market research to understand what the audience is searching for and how to capture the right audience. After heavy research and analysis, the team decided to run this campaign on Twitter. Strategies were formulated to maximize the outreach of the campaign and engage the maximum number of people with relevant hashtags. 

#ARM Worldwide listed down 4 hashtags – #HustleKarHaasilKar, #HustleWithBadshah, #HustleAgainOnMTV, and #BadshahKyaBola – to enhance brand awareness and reach a larger audience. 

#ARM Worldwide influencer team leveraged their Influencer relations and shortlisted premium Twitter Influencers to help trend the hashtags for specific time frames on Twitter. The influencers were directed to post timely updates, as directed by the team, about MTV Hustle 2.0 with relevant hashtags for each post. 

The campaign performance was to be tracked in real-time and no metric was left unchecked. All the present and upcoming trends were accounted for before making any decisions. The team was extremely capable and could reliably adapt to every unforeseen obstacle that may arise. 


With the concerted efforts of influencers and #ARM Worldwide, the campaign results went above and beyond. For #HustleKarHaasilKar, the campaign garnered 11M+ Impressions and 7M+ Reach using 1,207 superusers on Twitter. 

Similarly, the #HustleWithBadshah campaign garnered 11M+ Impressions and 8M+ Reach using 1,293 superusers on Twitter. The #HustleAgainOnMTV campaign witnessed 10M+ Impressions and 6M+ Reach using 1,196 superusers on Twitter. At last, the #BadshahKyaBola campaign garnered 10M+ Impressions and 7M+ Reach using 1,326 superusers on Twitter. 

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