MTV expands its merchandising presence; launches 'Roadies Footgear'

The Roadies range is available in more than 55 Mochi – The Shoe Shoppe stores across India

November 26, 2011:

A true Roadie persona has a Wild, Rough, Edgy swagger and that is exactly what MTV VJ's Bani and Rannvijay exude. They wear their attitude on their sleeves and to complete the look this new accessory sums up their style. The new range of 'MTV Roadies Shoes' that are designed by the Roadies duo themselves and were present to launch it exclusively at Delhi's (insert the Hotel's name) by Mochi and MTV. The Roadies range is available in more than 55 Mochi – The Shoe Shoppe stores across India. The adventurous and gritty VJs strutted the new Roadies shoes on a mock rough terrain like set up to display that the shoes are meant for the Roadies spirit.

These shoes are designed keeping the comfort and the 'right' attitude in mind. Smartly priced between Rs. 350 to Rs.4990, the new footwear is available in vibrant colours and includes flip flops, canvas shoes, gladiators, ballerinas, floaters, casual shoes & boots for women and men.

The concept of Roadies has been the translation for the designs for the shoes. The collection also has its attributes of the Gen X – fast, furious, dirty, risk taking, no – nonsense approach. The idea was to create comfortable, unique and edgy footwear with the designs that are bound to set themselves apart from the rest – just like a true Roadie. The collection of the shoes is an identity for today's youth and a style for every occasion. VJs Bani and Rannvijay have joined their gritty force to add their personal touch to the range.

Rannvijay eats and talks Roadies and at the event he wore Roadies newest shoe collection and explains the inspiration of the collection “The colour, style and design is created for every occasion and a must have in your wardrobe.” The stylish Bani adds “Most of the detailed designing has also come from our travel around the country and meeting young people. The shoes reflect the Roadie in you.” The shoes have been designed to make you stand out rather than fit in and reflects the tough and raw attitude a Roadie embraces.

Alisha Malik, Brand Manager, Mochi said “Mochi – The Shoe Shoppe was launched a decade ago as a response to the fashion needs of the Indian youth. As one of the fastest growing footwear brands in India, Mochi is known to have successfully captured the irreverent attitude and exuberance of Gen X in its products, be it fashion formals or trendy Indian footwear. This association with MTV Roadies is an extension of our endeavour to reach out and connect with the ever-changing youth. 'MTV Roadies by Mochi', a fusion line, is designed keeping in mind the latest trends and preferences of the cosmopolitan Indian.  The range is fun, dynamic and stylish capturing the pulse of effervescent youth “

Sandeep Dahiya, Sr. Vice President, Consumer Products - Viacom18 Media Pvt Ltd adds “The style expression of today's youth extends from head to toe. With the launch of Roadies footgear, we now cover the two ends of their style spectrum - from helmets to footwear. Given Mochi's expertise and vast presence across the country and Rannvijay and Bani's distinct style expressions, we're confident of the Roadies footgear range  doing exceptionally well."

MTV Consumer Products today extends into more than 10 categories with Eye-wear, Bags, Stationery & paper, Debit cards, mobile phones, bed-linen and helmets, amongst others. Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Steelbird and  'Mochi – The Shoe Shoppe' amongst others.

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