The IGLOO was conceived as an air-conditioned place where people could relax and rejuvenate with automated foot-massagers and have themselves photographed at a photo booth. In addition, there was an MTV branded cage wherein people could enjoy themselves riding a mechanical bull branded with Raghu's picture, a judge at MTV Roadies. Russian dancers also entertained the people who visited the lounge.
Viacom 18 claimed that associating with Asia's largest music festival was a good way to establish a consumer connect to bring back the ‘M' in MTV. Instead of using the conventional standees, Sperm Marketing claimed to have set MTV branded surfboards across the beach. Sun umbrellas and night lamps carrying the MTV branding were also set up across the venue to maximize visibility for MTV. Around 15, 000 to 20, 000 people were engaged through this event.
Commenting on the mandate, Mayuri P., Co-Founder, Sperm Marketing said: "MTV appointed us and gave us the brief to create visibility at Sunburn. To bring an unconventional visibility to the brand, we created a lounge which was the only air-conditioned lounge at the venue. DJ Nikhil and Anushka also frequented the lounge as it was air-conditioned."