Giving the youth a new dose of entertainment in a never seen before avatar, MTV India and Hindustan Unilever Ltd came together for the launch of MTV Films. For the first time ever, six young and well known directors known for their cutting edge film making styles have been roped in by MTV India to make original movies just for television. The launch was held with much fanfare on 7 March, 2014. MTV Films is a mixed bag of six movies based on brand philosophies of different HUL products that will be showcased every month. It marks the coming together of six of the most talented and eminent movie directors of this generation - Anurag Basu, Abhinay Deo, Shoojit Sircar, Rohan Sippy, Nikhil Advani and Anurag Kashyap, five of whom were also present at the launch. An initiative to provide film buffs a unique movie viewing experience in the comfort of their homes, MTV Films is the right mix of all the ingredients that connect with the youth instantly. These 60 minute movies are inspired by HUL’s brands like Sunsilk, Ponds, Tresemme, Close Up, Lakme and depict today's generation’s perspective on love, friendship, family, responsibilities in a light hearted fashion.