Renault is the new title sponsors for MTV Roadies X4, bringing to an end the show’s association with Hero over the past 12 seasons. Roadies, the iconic reality show will see Roadies gang and gang leaders racing around in Renault Duster SUVs drawing special attention to Renault Duster which stand for the three core values of travel, adventure and exploration.
Roadies comes in with the new title sponsors for upcoming season X4, with the winner getting a chance to drive home in a new Renault Duster.
One of the longest running reality shows on MTV India, Roadies shifts from 2 to 4 wheelers and goes from Roadies X2 to Roadies X4 this year. MTV India claims that Roadies is No 1 rated youth reality show over the past 12 years with viewership increasing by 50 percent over the last season. The show has generated 60 million online viewership and also has over 10 million fans on social media.
As the format for this year’s Roadies changes to SUVs as mode of transport, the new MTV Roadies X4 Reality Show will feature 4 teams, all of whom will ride in Renault Duster SUVs. The industry estimates the size of the deal at INR 10-12 crores and will be spanned across digital and TV media over 9 months with Renault Dusters being prominent throughout the show through Roadies Car Rallies and Renault’s activation called Duster Gang.’
Considering that the new Renault Duster facelift is due to be unveiled at the 2016 Delhi Auto Expo, expect the facelift to be part of the show, and not the current Duster.