MTV announced that it has now invested in bikes, partnering with Firefox Bikes. This move not only marks MTV’s venture in unconventional categories but also takes the growth of MTV consumer products to a new level.
MTV consumer products today extends to over 16 categories with eye wear, bags, stationery, debit cards, mobile phones, bed-linen and its key licensees include CitiBank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava mobiles and Mochi –The Shoe Shoppe.
“We’re growing at more than 60 per cent year-on-year for the last three years. And this year the attempt is to keep up the momentum and close the year with presence in 22 categories,” Sandeep Dahiya, Sr Vice President, Consumer Products, Viacom 18.
Dahiya and Ajit Gandhi, Dy Gen Manager, Firefox Bikes spoke to exchange4media about co-branding, redefining a whole new generation, communication strategy, promotions and more.
When MTV was launched in 1981, it was not really the launch of a channel, but a move that changed the TV and music industry forever, said Dahiya. It defined a whole new generation. Today MTV – the brand has grown to become a near-cult.
The licensing has brought together like-minded brands to create an exciting product, which will also help MTV connect with consumers outside TV. “The same viewer watches MTV, wears MTV 24X7, would ride MTV, speak, see through MTV and soon, will even smell MTV,” explained Dahiya.
India is one market that leads in this business. “Now MTV is in a significant category – cycling, which is an attitude today and soon going to be a lifestyle statement,” said Dahiya.
The launch of MTV adventure bikes also means extending MTV licensed products in unconventional categories and in 2012 you will see more of that, pointed out Dahiya. MTV will be venturing into bolder areas. Besides bikes now, it will be in innerwear – Crusoe and Bewitch (lingerie) in two months time and KamaSutra by October end. It will also venture in personal care (deodorants) and Eu de cologne too. While condoms and lingerie will be co-branded with MTV, the men's innerwear will sport the name of MTV's popular reality show, Roadies.
As we go forward, brand MTV or Roadies will be promoted big, to create maximum noise, said Dahiya.
Our typical marketing budget is usually 10 per cent of the topline spend