Renault Duster is new title sponsor for MTV Roadies

The youth-centric reality show will go from two-wheelers to four-wheelers in Season 13.

MTV India's 'Roadies', one of longest running reality shows in the country, will now be titled Renault MTV Roadies X4 as Renault Duster has been roped in to become the title partner for the show. After a successful run of 12 seasons, MTV is back with the next season of its popular youth reality show.

The show will now take a format leap in the new season. For the first 12 seasons, since Hero was the title sponsor, contestants mainly rode on motorbikes. But, in its next season, for the first time, gangs and gang leaders will be seen blazing trails in Renault Duster SUVs. To mark this shift from two to four wheels, MTV has decided to go from Roadies X2 last year to Roadies X4 this year.

The reality show for which the auditions will start next month, will have Neha Dhupia and Karan Kundra as two of the judges. Two more judges are yet to be finalised.

An official statement claims that the show which grew by 50 per cent in viewership over the previous season last year, has generated 60 million online video views, and had close to 10 million highly engaged fans on social media. The release adds, "By partnering with Renault Duster, it shows how young India aspires to drive a super cool SUV, and has the income to match their aspirations. The mantra of 'live big, dream bigger' drives the youth of today and what you drive makes a very powerful statement about who you are. This move by MTV thus reflects the power of the youth of India."

The SUVs will be seamlessly integrated into the fabric of the show through content innovations. The winner of Renault MTV Roadies X4 will also get the opportunity to drive home in his or her own Renault Duster.

Speaking about this association, Aditya Swamy, EVP and Business Head, MTV says, "It's a brand new season and yet it feels like the first. It's an absolute pleasure to start a new era in the Roadies journey with Renault Duster as our title partner. To have the most successful SUV of India become a part of the most iconic youth entertainment platform is a perfect partnership and a matter of pride. I believe this change reflects the growing aspirations and power of young India perfectly, and this is going to energise the show and bring in a whole new level of participation and viewership."

Rafael Treguer, vice president, sales and marketing, Renault India, says, "Like MTV Roadies is a cult brand in the realm of reality television, and is equated with exploration, adventure and unmatched passion, Renault Duster is so in the automotive space. We are young in India and Renault Duster has firmly established the Renault brand here. When we launched Renault Duster in India, we created a new segment in the Indian automotive industry. As a forward-looking company, we have kept Renault Duster fresh and contemporary, and it continues to be India's preferred SUV. This association will be a thrilling journey for fans of Renault Duster and MTV Roadies, and will take the excitement to an all new high."