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Zee TV signs L&M deal with Provogue

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MUMBAI: Zee TV has signed a merchandising and licensing deal with apparel brand Provogue for its music reality show, ?Sa Re Ga Ma Pa 2012?.

According to the channel, Provogue is the official wardrobe partner to the first-ever musical talent hunt show on Indian television.

Provogue has designed a clothing line that reflects the "persona" and "panache" of the contestants. This exclusive apparel range will retail in 131 Provogue outlets across the country.

Zeel head - marketing, national channels Akash Chawla said, "Our partnership with Provogue has led to building an even stronger relationship with our viewer base. The contestants are already known for their distinct vocal styles and now, wearing Provogue?s collection will only add to their personality making them fashion icons as well."

"We are also constantly seeking out varied and innovative product extensions that match our brand identity. These partnerships are an essential part of the business in both producing revenue and reinforcing a sense of fan identity and belonging. This will enable us to extend our brands into new product categories to drive strategic growth for the brand," he added.

Provogue MD Nikhil Chaturvedi said, "The collection is specially designed for the ?Sa Re Ga Ma Pa 2012? contestants keeping in mind their personalities and also the fact that these youngsters are the face and voice of the nation."

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