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Journalism of Courage
In the late 90s,most lovelorn and confused youngsters turned to MTV every afternoon for a dose of Malaika Arora. On MTV Loveline,she doled out sincere advice to aching hearts along with a generous view of her unending legs.
A decade later,this VJ-turned-most-sought-after-item-girls appeal has increased. That makes her the perfect ambassador to talk about the changes that her alma mater channel would be undergoing soon. She has been back on the channel since last Saturday with all of her oomph intact. The channel asked me to do a show for them. But I did not want to since I have moved on. Instead I agreed to do a promotional campaign for them called Vitamin M,which will air daily for two months, she says. Here,she will be seen in about 10 vignettes promoting the channel and giving an insight into all its activities. This will be an extension to the channels Stay Raw campaign. Vitamin M stands for Malaika as well as MTV and also Munni, smiles Arora-Khan,whose item number in Dabangg helped her scale new heights.
The long association with the channel was the reason she agreed to this comeback. But then the joy was mutual. Malaika has remained super sexy and super cool over the years. So has our channel MTV. We can simply associate them together, says Aditya Swamy,head,MTV,who thought Arora-Khan would be the first choice to represent the changing face of MTV.
Arora-Khan,started her career way back in 1997 when MTV started its operations in India. Still,she always maintains that it was her stint with the channel that catapulted her to stardom. My best ever moment was when I hosted the MTV Music Awards, says the VJ-turned-model who has been a music lover all her life.
The channel,however,has changed its USP over the years. Arora-Khan too has undergone a career shift of sorts. From being a VJ,model,item girl and being a regular at judging reality shows,she has now turned producer. After Dabanggs success,Arbaaz Khan and her production house hope to announce more films soon.
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