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MTV now out with ‘Roadies’ footwear

MUMBAI: MTV has partnered with footwear retailers ‘Mochi – The Shoe Shoppe’ to launch an entire range of ‘Roadies’ footwear.


Priced between Rs 249 to Rs 2490, the Roadies footwear collection that includes flip flops, canvas shoes, sports shoes, gladiators and ballerinas will be available in all the 45 Mochi outlets, across 27 cities.
 
Says Viacom18 media SVP- consumer products Sandeep Dahiya, “The style expression of today’s youth extends from head to toe. With the launch of Roadies footwear, we now cover the two ends of their style spectrum. Mochi – The Shoe Shoppe has created a fantastic range that truly reflects the Roadies spirit and we’re confident that Mochi will sell them in an environment that’s as differentiated as well.”


The Roadies range will be available at all the Mochi – The Shoe Shoppe stores across India. The first collection of this range will hit the market within the next one month. 
 
The idea behind this collection is aimed to create comfortable, unique and edgy footwear with the designs representing the journey - the road, the attitude, the dirt, the energy, the danger and this year’s Roadies theme – Shortcut to Hell.


Adds Mochi – The Shoe Shoppe director Farah Bhanji, “As one of the fastest growing shoe brands in India, Mochi is known to be synonymous with trends that represent the true spirit of Gen X. Keeping this position in mind, this year we have associated with Roadies, bringing in merchandise that exudes attitude and raw energy. Shoes that are sure to be a rage across the country." 
 
MTV Consumer Products is now present in more than 10 categories with eye-wear, bags, stationery and paper, debit cards, mobile phones, bed-linen and helmets, amongst others.


Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird and Wildcraft.

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