DDB Mudra Group with MTV Hustle 2.0 Launches India’s First AI Powered Rapper

As Realme MTV Hustle 2.0 continued its search for India’s newest rap sensation, youth entertainment leader MTV India partnered with creative agency DDB Mudra Group India to launch ‘BotHard’ – an AI-powered rapper, a state-of-the-art creative bot. Combining Artificial Intelligence and the rhyming sensibilities of hip-hop music, the revolutionary campaign offers a unique tech innovation and consumer engagement experience for fans of the genre and India’s first-ever hip-hop reality show.

The name ‘BotHard’ stems from the colloquially used Indian phrase “Bohot Hard” which refers to a rap song or rhyme that is acknowledged as exceptional in the rap community. The inception of BotHard underscores how real human talent in the musical genre of rapping remains unrivalled – with skill, practice and finer nuances of musicality, technique, and performance.

The stage of Realme MTV Hustle 2.0, co-powered by Wild Stone new classic range, and produced by Fremantle Media, has been grooming raw talent into industry-ready professionals since its premiere. Complementing this objective, DDB Mudra Group and MTV India created ‘BotHard’, successfully accentuating the power and potential of such talent rooted in creative liberty and individualistic identity that rap history boasts of.

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