MTV enters personal care category

After foraying into footwear, innerwear, lingerie, adventure bikes, eye-wear and other consumer products categories, MTV India, in association with Global Fragrances, launches MTV Body Sprays and EDTs...
MTV enters personal care category

After foraying into footwear, innerwear, lingerie, adventure bikes, eye-wear and other consumer products categories, MTV India, in association with Global Fragrances, launches MTV Body Sprays and EDTs. The range comprises six distinct fragrances - 3 each for men and women - with each fragrance available in body sprays as well as EDTs format. Packaged distinctly in vivid and 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. The women’s range comprises three fragrances – Lovesta, Groovsta and Rocksta, while the men’s range offers – Sportsta, Groovsta and Rocksta. 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.

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