MUMBAI: Iconic global fashion broadcaster, Fashion TV, founded by Michel Adam, has new plans on its agenda for India.
The broadcasting and operations of the channel including programming, licensing & merchandising have been entrusted to Trinity Dreamworks who have extended the revenue and brand management mandates to Helios Media.
Founder of FashionTV and mastermind behind the global fashion revolution on TV, Michel Adam said, “FTV the brand has been growing from strength to strength across the globe as THE fashion destination be it our broadcast brand or various categories we are into under the “F” brand. With the surge in Indians consuming global brands, it’s only natural that we affirm our presence in the market with renewed vigour”
The brand’s commitment to India is underlined by the growing off-air presence. FBars have been successfully entertaining guests in Mumbai and Bengaluru for a few years now, the first ever FResidence in India is progressing rapidly in Pune, with discussions in advanced stages for 40 FCafes around the country in the next 3 years. Apparels and accessories under the FAccessories label are in the pipeline and the FVodka might soon be at a bar near you.
Commenting on the India programming agenda, Trinity Dreamworks’ Vishal Gurnani said, “The Indian Fashion industry is growing phenomenally. The markets are flooded with the best of brands from all over the world indicating growing awareness and consumption. Fashion TV in India has contributed towards enhancing the viewer’s knowledge and experience in the world of fashion, for over a decade. It is now time for us to enhance positioning of the channel itself so we can continue to satiate the viewer’s increasing love for fashion.”
On the assignment, Helios Media MD Divya Radhakrishnan said, “Being entrusted to represent and partner the world’s biggest Fashion brand is an appreciation of our ability at Helios to position channels as brands and not commodities. With MTunes HD and FoodFood, we have exhibited how this takes the agenda beyond merely selling inventory. The teams across our offices are ready to offer advertisers the opportunity to associate and integrate with the #1 global Fashion destination.”
Adding further momentum to the overall vision, Helios Media will undertake the Revenue and Brand Management of FashionTV India. While a team of handpicked media sales experts has been assembled to represent the channel among advertisers and media agencies, another team of Brand specialists will ensure that FashionTV India becomes the single destination for anything that is ‘Fashion’ in India. Covering everything from fashion trends, to glamorous lifestyles and global events, the channel will be the mecca for the swish set of the country and the guide for those aspiring to add a touch of glamour in their lives. If the viewer identifies with the tagline “I Love Fashion”, then this is where they will be found.