Television

Bringing alive the adventure of Roadies, Viacom18 Consumer Products and Work With Fun launches ‘Café Roadies’

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MUMBAI: Celebrating the robust legacy of one of India’s longest-running reality shows, Viacom18 Consumer Products in association with ‘Work With Fun’ announced the launch of ‘Café Roadies’ in Noida today. The café will be a social pad for those who take inspiration from the road less travelled while they unwind over hearty meals and drinks with their troupe.  

As one of the most innovative and experiential additions to the ever-burgeoning spirit of the cafe culture in India, Café Roadies is infused with the never say die 'Roadies Attitude'. Capturing the essence of youthfulness and vibrancy, reawakening their passion and rekindling their youth, with the idea of making customers feel liberated, while simultaneously aspiring them to live on one’s own terms, Café Roadies intends to be their solace and give them a memorable experience, that stands for all things travel and adventure.

Commenting on the launch of Café Roadies, Mahesh Shetty, Head- Network Sales, Viacom18, said, “At Viacom18, we believe in creating a relationship with our consumers across multiple touch-points. Our Consumer Products business therefore, works towards bringing alive content and the spirit they embody. Roadies is one of our network’s longest running shows and has a cult of its own, making it a perfect fit for extending into a lifestyle franchise. After launching Roadies range of apparels, accessories and well-being products, we are happy to partner with ‘Work With Fun’ to bring an out of TV Roadies experience to Noida and will soon expand into other markets.”

Speaking on the association, Neeraj Singhal and Ankit Gupta from Work With Fun, “Café Roadies will be the avant-garde of community and food spaces in Delhi, and across India. We have tried to articulate a place that brings adventure irrespective of their unique tastes, a feature that is evident in the menu and the name itself. It stands to serve people who love the idea of community and togetherness. We wanted to create a space that is synonymous with comfort, for an audience that prefers spending time with their loved ones or in groups and are looking to enhance their everyday experiences like Roadies. Café Roadies welcomes the audience, who have an extraordinary sense of recreation, to indulge in an ambient setting."

The rugged Roadies environment with its ritualistic activities and striking interiors will bring alive a larger than life essence to the café. To incorporate the feeling of live experiences, the café will showcase theme-based insights, entertainment via Roadies inspired events, task zones, and activities, making it a go-to place for Roadies enthusiasts. The café will also dedicate a small section to display official Roadies merchandise.

The cafe will present an enviable selection of delectable dishes and refreshing drinks. The menu is segregated in the quintessential Roadies style. Starting from Short Cut to Hell-th (soups) it includes more choices such as Survival of the Fittest (salads), Real Hero Waale Pakode, The Deadly Sins (Desserts) like Desi Cheesecake (Pan Cheesecake), Gulab Jamun with a Twist (chocolate Gulab Jamun). The café’s range of cocktails makes it distinct, constituting from the different attributes of Roadies Contestants such as The LIIT Roadie (special choice of LIITs; Wild Card, From the eat etc) , The Desi Roadie (an assortment of cocktails that include Cutting Peg, Drinks from the Fields) The Brave Roadie, The Mighty Roadie,  to name a few.

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