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MTV set to launch 6th season of ‘Roadies’; on marketing drive for Roadies merchandise

16-September-2008
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MTV set to launch 6th season of ‘Roadies’; on marketing drive for Roadies merchandise

MTV is all geared to launch the 6th edition of ‘Roadies’. The channel is also planning to market ‘Roadies’ merchandise in over 15 categories, including helmets (by Wrangler Helmets) and stationery (by BILT). This season, 20 ‘Roadies’ would be chosen and the stakes have been raised to Rs 10 lakh. Raghu Ram and Rajiv Laxman would be the judges for this season of ‘Roadies’.

‘MTV Hero Honda Roadies: Hell Down Under’ is presented by Hero Honda Karizma, with telecom partner Idea and associate sponsors including Nokia, Ray Ban, Mountain Dew, Archies, Garnier Fructis and Ceat. The marketing partners for ‘MTV Hero Honda Roadies: Hell Down Under’ include KFC, PVR, Red FM, Shoppers Stop, Baskin Robbins and Crossword.

Commenting on the 6th season, Ashish Patil, GM, MTV India, said, “No fake judges, no phony contestants, no sham melodrama, nothing but hardcore reality on India’s biggest, longest running youth cult series. For the 6th edition, we take the action to Australia.”

Auditions are being held in six cities – Kolkata (September 17), Bangalore (September 21), Ahmedabad (September 24), Chandigarh (September 28), Delhi (October 3), and Mumbai (October 12).

To market ‘Roadies’ merchandise, MTV has tied up with Archies for playing cards, photo frames, sippers, keychains, neck tags, mugs, bags, caps and wall clocks, among many others. These products would be available across all Archies galleries starting November this year.

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