Top Story

e4m_logo.png

Home >> Industry Briefing >> Article

Viacom18 Consumer Products launches Roadies Bottomwear in association with Beevee

29-June-2017
Font Size   16
Share
Viacom18 Consumer Products launches Roadies Bottomwear in association with Beevee


Viacom18 Consumer Products, the consumer products arm of Viacom18, is all set to collaborate with the clothing brand, Beevee to launch Roadies Bottomwear. In order to connect with the youth of today, Roadies Bottomwear by Beevee will provide its consumers with the opportunity to actually experience the brand and get into the Roadie spirit with a wide range of rugged clothing with an urban feel to it. Roadies is one of the longest running reality TV shows in India and Roadies Bottomwear will be inspired by the rough and tough look sported by the participants and gang leaders in MTV Roadies Rising.


Believing in the importance of dressing right for the right occasion, Roadies Bottomwear by Beevee will cater to the needs of the youth of today who are fitness conscious, spontaneous, adventurous and always on the go. Like the name suggests, products offered in this range are cargo pants, three-fourths, joggers, and convertible pants and trousers. This is the kind of bottomwear that makes one most comfortable while gymming or indulging in outdoor activities.


Roadies Bottomwear by Viacom18 Consumer Products and Beevee will be launched with Roadie and Youth icon, Varun Sood walking down the ramp as the show-stopper.


Commenting on the association with Beevee, Saugato Bhowmik, Head, Viacom18 Consumer Products and Integrated Network Solutions, Viacom18, said, “Viacom18 Consumer Products has an extensive bouquet of consumer products for the youth. Our products under brand MTV range across apparel, fashion accessories, footwear, tech accessories, personal care and hospitality, and Roadies products range across apparel, watches, sunglasses, innerwear, bags and now bottomwear. This association with Beevee for the launch of Roadies Bottomwear will let our consumers experience Roadies in all its glory. The products are super comfortable and have been created keeping in mind the needs of the youngsters of today who especially enjoy being outdoors.”


On being the show-stopper Varun Sood said, “Having been part of Roadies I personally connect a lot with the brand. I am extremely excited to be part of this launch. The entire Roadies bottomwear collection is amazing. And for a guy like me who enjoys sports and adventure, it’s the perfect fit!”


Speaking about the collection, Sanjay Shah, Managing Head, Beevee, said, “It brings us immense pleasure to announce our collaboration with Roadies for bottom wear by Beevee, thinking of roadies the first thing that comes to our mind is connecting to millions of youth which connects to latest fashion. We look forward to create the latest trend for an ever young community.”


Roadies Bottomwear by Viacom18 Consumer Products and Beevee launches today on June 29 and will soon be available across India in select stores. 

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi