Indian Rap Reality Show MTV Hustle Is A Hit With Sponsors

MTV Hustle, a highly popular rap reality show from India in its fourth season, has secured a slew of partnerships.

Apart from title sponsor Royal Enfield Hunter, it also has the likes of Wild Stone, Boat Lifestyle, Myntra FWD, Roulette Packaged Drinking Water and Olio Pizza. 

The latest season India’s premier hip-hop platform for emerging homegrown stars began on 19^th October and is airing every weekend at 7 PM on MTV and JioCinema.  It sees 20 of India’s most promising rappers compete for top dawg status under the mentorship of squad bosses; Dee MC, Dino James, EPR and Raga, and judging from superstar rappers Raftaar and Ikka. 

The competition will unfold across four electrifying phases—Don’t Stop, Hustle Pro Max, Rap Royalty, and Legacy. Each phase culminates in a Milestone Challenge, with only those surpassing it advancing to the next round, shaping them into industry-ready rap professionals.

MTV Hustle 4 continues to build on the success of previous seasons, offering an exhilarating mix of rap battles, raw talent, original music and compelling narratives. The show has been a transformative force for the Indian hip-hop scene, springboarding an entire generation of rappers and empowering them to voice their stories through music.

From viral hits like Ram Ram, Main Nahi Toh Kaun, Jaadugar, Street Celebrity, Haseen and Ready to Die to unforgettable performances, MTV Hustle remains the elite platform for emerging homegrown talent, having produced over 300 music videos and nurturing the future of Indian hip-hop thus far.

Ahead of the recent season, Anshul Ailawadi, Head – Youth, Music, and English Entertainment Cluster, Viacom18, stated, “While young consumers are unabashedly aspirational, they also have an informed opinion within their social context. Being the leading platform to showcase young India’s voice, MTV Hustle provides a great opportunity for brands to engage meaningfully with the youth. This season, we’re proud to partner with marquee brands like Royal Enfield, Wild Stone and Boat Lifestyle, as we jointly embark on building a deeper relationship with young minds.”

Mohit Dhar Jayal, Chief Brand Officer, Royal Enfield added, “The Royal Enfield community is all about self-expression and intense creative energy. Which is why our collaboration with MTV Hustle S4 is not a conventional sponsorship – it’s the perfect way for us to help amplify the voices of emerging artists and showcase the power of their awesome urban lyricism.”

According to ASN data, Royal Enfield has been rather nascent in the Asian sponsorship landscape, with its last known deal apart from its long association with MTV Hustle, being a mere US$50k spend on Festember, a brand-owned visual art festival in September 2022.