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MTV forays into personal care

Launches 'MTV Body Sprays& EDTs' in association with Global Fragrances

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BestMediaInfo Bureau
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MTV forays into personal care

MTV forays into personal care

Launches 'MTV Body Sprays& EDTs' in association with Global Fragrances

BestMediaInfo Bureau | Delhi | October 1, 2012

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After foraying into footwear, innerwear, lingerie, adventure bikes, eye-wear and other consumer products categories, MTV India, in association with Global Fragrances,today announced the launch of MTV Body Sprays and EDTs(Eau De Toilette). The range comprises six distinct fragrances (3 each for men & women), with each fragrance available inBody Spraysas well as EDTs format. Packaged distinctly in vivid & vibrant colours, the range is priced from Rs. 150 (for body-sprays) to Rs. 499 (for EDTs) and is available across more than 100,000 retail outlets – in both conventional and modern retail.

The women's range comprises three fragrances – Lovesta, Groovsta and Rocksta, while the men's range offers – Sportsta, Groovsta and Rocksta. The range, finalised after extensive research to offer something distinct for everyone was launched in Delhi by popular host & dance divaShibaniDandekar, India's tennis sensation Yuki Bhambri, VJ & DJ Nikhil Chinappa and MTV VJ Rhea.

Commenting on the launch, Sandeep Dahiya, Sr. Vice President – Consumer Products, Viacom18, said, “The launch of MTV range of fragrances marks our entry into a serious and significant category – personal care. We're excited to partner with Global Fragrances to launch a range that truly embodies the MTV attitude as well as the aspirations of Indian youth.”

Speaking about the range, Somesh Choudhary, Managing Director - Global Fragrances, commented, “MTV is a cult brand that resonates strongly with the youth. Given our manufacturing & distribution capabilities, and MTV's creative strength, we're confident of this range doing exceptionally well. It has already received a great response from the trade.”

Packaged in bold colours – devil red, pitch black, flagrant yellow, glaring green and bold blue, the MTV range stand out with its innovative packaging, including a 3-dimentional MTV logo, placed inside the transparent cap. Another distinct design element is the strong, visual 'star' that's part of the front design across all fragrances – in different forms. This is symbolic of the star that is inside all of us – waiting to be unleashed.

Over the next few months, both MTV and Global Fragrances will invest across platforms – retail, television, online, print, mobile, on-ground and films, to create excitement around the range. The campaign will break sometime mid-October.

MTV Consumer Products extend into more than 15 categories with Innerwear, Adventure Bikes, Footwear, Lingerie, Eye-wear, Bags, Stationery & Paper, Debit cards and Mobile Phones being some of them. Its key licensees include Bwitch, Citibank, Crusoe, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi amongst others.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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