Viacom 18 expands its consumer products business in F&B sector

Viacom 18 set to launch MTV cafe in Delhi by mid-December. Known as Flyp@MTV, the café to operate on the concept of work, chill and play

BestMediaInfo Bureau | Delhi | November 25, 2015

After witnessing encouraging growth in the consumer products category, Viacom18 Consumer Products, the consumer products arm of Viacom18, is all set to extend the iconic youth brand from broadcast and digital space to an on-ground experience by introducing the café. The initiative is in association with Funbars Hospitality, the master licensee that conceptualizes, develops, executes and operates India's urban hospitality experience.  Following the first café in New Delhi, Viacom18 Consumer Products and Funbars Hospitality plans to open 10 more cafes in the next five years beginning with Mumbai and Bangalore.

Flyp@MTV promises to provide patrons the opportunity to actually experience MTV in its entirety and interact with it through engaging touch points at the café, specially curated entertainment and an exclusive menu created by celebrity chef Ranveer Brar. The café is slated to be an authentic representation of the independent professionals, free thinkers, and creative minds: a progressive destination to work, chill and play. A unique facet of the café is its nature of being an exclusive place to work during the day which transforms into a place to chill in the evening and a play zone at night. The café is consistent with MTV's DNA of being fun, irreverent and entertaining.  There is something for everyone at this new MTV hangout.

Sudhanshu Vats

Speaking on exploring this space Sudhanshu Vats, Group CEO, Viacom 18, revealed, “Viacom18 believes in creation of ecosystems - we identify the opportunity for creating tangible touch points for our consumers through live events, through online offerings and through consumer products where we exist in over 50 categories. A café is yet another ecosystem that we, in partnership with Funbars, are creating as an extension of our iconic youth brand MTV. The launch of Flyp@MTV is a move that further strengthens Viacom18's bouquet of varied offerings - making us truly unique. Thus for us, Flyp@MTV is about creating an interactive and engaging atmosphere where youngsters can interact to work, socialize and party together. The café will continue to set and fuel trends, just the way MTV does, therefore creating a gateway to new experiences for our young consumers.”

Saugato Bhowmik

Announcing the launch of the brand, Saugato Bhowmik, Senior Vice-President, Consumer Products, Viacom 18 Media, said, “Our extensive bouquet of consumer products covers everything from MTV themed accessories to gadgets to apparel to deodorants - we are now extending this iconic brand to create an always on on-ground offering which will let our consumers experience MTV in all its glory. Flyp@MTV is the beginning of a brand new chapter in the journey of MTV consumer products and we have found the perfect partners in Funbars Hospitality  to create this experience and make it come alive. We are so excited about leading the change, so here is a big shout to everyone to come hang out with us at Flyp@MTV for an endless enjoyable experience.”

Viraj Lamba, Head of Business Division and Co-Promoter, Funbars Hospitality,  added, “Flyp is an initiative by Funbars and MTV that aims to give the new urban youth a significant interaction with the brand. Tapping into the pulsating, dynamic and fresh youth culture, Flyp@MTV is designed to bring together the vibrant potential of young India. Each element in the café gets its inspiration from various themes associated with MTV. Our aim is to make Flyp@MTV a cult hangout destination across the country. With exclusively designed entertainment, a bespoke menu by celebrity chef Ranveer Brar and engaging touch points using cutting edge technology, Flyp@MTV is sure to capture the attention of the youth across the nation.”

Bhowmik also mentioned that they have plans to open 10 more cafes in the coming 5 years. Those cafes will include metros and mini- metros.

Some of the exciting offerings at the café include:

MTV Immersive Museum is a MTV virtual museum that will be for the customer, created to explore the world of MTV in the previous years through Oculus and Controllers. The customer can also select and play videos from the MTV archive.

Book a Bakra: To add fun and entertainment, consumers can book pranks which can be recorded through hidden cameras and mics. One  can book their  buddy for a hilarious Bakra

Endless Shelf: From MTV's varied merchandise items, one can view each item in the form of augmented products on the shelf. Customers can select and buy different merchandise right through the endless virtual shelf.

Talent Record Room: An MTV style recording studio for the audience who are gifted with the capability of singing.  One can record the songs and upload them after reviewing audio and video files of the song. There will be headphones, touch-screens, microphones and cameras available for the same.

Glocal Food, Local Inspirations: The café's culinary style hinges upon progressive Indian food - local flavours presented in a global style created by celebrity chef Ranveer Brar.

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