MTV ventures further into consumer electronics, launches gadget range

MTV Fashiontronix products, in association with SoundLogic, will be marketed to the young and trendy as their music-on-the-go devices

BestMediaInfo Bureau | Mumbai | November 29, 2013

(L-R) Ajit Joshi, Sagar Gwallani, and Saugato Bhowmik

Music channel MTV has decided to take its engagement with the youth one level higher. In association with Soundlogic, MTV has launched MTV Fashiontronix by Soundlogic, a range of uber cool gadgets for the youth. There are earphones, headphones and bluetooth enabled speakers in the range which was launched in Mumbai on Thursday.

"MTV is about the voice of the youth. We would like to create trends. One way of doing it is through music. And this is music-on-the-go, with very MTV like designs. MTV must be into youth sound and acoustic gadgets. We found the right partners and that's why we are here," said Saugato Bhowmik, Business Head, Consumer Products, Viacom18.

Soundlogic is the maker of state-of-the-art technology products. By tying up with MTV, they have created a product range which is not just technologically superior but also vibrant and young in keeping with the target group for MTV. Packaged in cool and trendy colours, the products are being perceived to be just as stylish as the youth today. Priced between Rs 899 and Rs 3,999, the range is supposed to be the pocket friendly option for the young.

The range is available exclusively through www.cromaretail.com and across the 40-odd Croma stores for the first 60 days. Thereafter, they will go off the exclusivity and ramp up promotion. Digital is the main medium they will use to promote the products at this stage. The next stage would see MTV marketing it in different stores. As range 2 kicks in, MTV will also take the TVC route.

Sagar Gwallani, Director, Soundlogic, commented, "We are thrilled to partner with MTV for the launch of MTV Fashiontronix range of gadgets. The entire range is designed keeping in mind the needs of the youth. It's not only very cool and stylish, but also sate-of-the-art technology. Partnering with Croma, the most preferred electronics destination for today's youth, we are confident of the range doing very well."

This isn't MTVs first foray outside of shows on TV. They have earlier launched clothes, accessories, deo sprays, even tablets and mobile phones. "A lot of it is still at the nascent stage. We are planning to aggressively market the existing key category. Like tablets and phablets will be something we really go after. Portable technology, accessory space and fashion space will be looked at. The next stage of Fashiontronix will also come which will feature some cutting-edge technology which so far is not available in India," said Bhowmik.

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