Indiantelevision.com Team

(22 February 2010 10:20 pm)

MUMBAI: MTV has forayed into a partnership with Wildcraft India to launch a new range of co-branded travel and adventure gear.

This co-branded range will be launched in April this year and will include vibrant, funky and innovative travel and adventure bags, duffel bags, laptop bags and toad bags, amongst others.

The range will also comprise a ‘Roadies’ line that will include bags as well as adventure gear for riding, hiking and cycling as well as other outdoor equipment including a cool range of sleeping bags and tents.

The range will be priced from Rs 749 to Rs 3000 and will be available across retail – both conventional as well as modern trade outlets and Wildcraft outlets.

Viacom18 VP consumer products and communications Sandeep Dahiya said, “We are planning to expand our catalogue in the top 10 youth categories by the end of this year. We are excited to partner with Wildcraft to enter into this important category in the youth space.”

“The MTV and Roadies range will be planned keeping in mind that bags today are not just utility items. They’re as much a fashion accessory,” he added.

Wildcraft India director marketing Gaurav Dublish said, “MTV, known for their close connect to the youth are the obvious partners and choice for this initiative. We hope to reach out to our consumers as a dynamic new brand becoming the ultimate answer to their needs in our category.”

Wildcraft is one of the largest outdoor gear brands in India. It is known for backpacks, rucksacks, and travel and survival gear with up to 25 year warranty across product categories.