Adlabs, MTV to co-produce films

Adlabs and MTV Networks India have come together to co-produce films targeted specifically at the youth and release them across key markets in India. These films will be made on subjects that cater to youth interests, most of them laden with a heavy dose of humour. "The subjects could be varied but they would prominently tackle the problems of the youth and attempt to delve into the way they think. This will all be shown in a humorous way," says Pooja Shetty, director of Adlabs. Pooja informs that their first film will release shortly and specific details on that will be announced later.

On Adlabs' tie-up with music channel MTV, Pooja says, "We are very enthusiastic about it as this will help us to specifically target the country's youth." Speaking on the alliance, managing director of MTV Networks India, Amit Jain, says, "We are excited about this initiative as it is bound to change the paradigm of in-theatre youth entertainment."

Commenting on MTV's foray into films, he adds, "MTV Films has an experience with over 40 international films including hits like Jackass that not only showed our expertise at the unique Indian sense of humour but also evolved the entertainment needs of the Indian youth. So, it makes perfect sense for us to extend our brand franchise to yet another new platform in Indian films."