ITV

Tag: Sandeep Dahiya

  • TI Cycles enters into licensing tie-up with Nick

    MUMBAI: Murugappa Group-owned TI Cycles has entered into a licensing deal with kids broadcaster Nickelodeon India to launch new range of bicycles and tri-cycles for the Indian market.

    The products are designed around two of Nickelodeon‘s popular characters, Ninja Hattori and Dora the Explorer.

    Kids can choose between eight different variants with specialized features priced between Rs 6900 to Rs 8000. The collection will be available across 200 plus BSA Hercules exclusive outlets in the country.

    Tricycles tor the 2-4 year old fans will also hit markets soon.

    Viacom18 Media Sr. Vice President – Consumer Products & Communications Sandeep Dahiya said, “Cycling has always been one of kids‘ favorite pastimes. We are happy to partner with TI Cycles to create an exciting range of bikes and trikes, which now makes it possible for kids, to ride with their favorite Nickelodeon characters – Dora the Explorer and Ninja Hattori.”

    TI Cycles has successfully established a chain of exclusive retail outlets for their brands BSA and Hercules across the country. BSA Champ, from TI cycles of India caters exclusively to kids.

    TI Cycles GM marketing and retail Rajesh Mani said, “We are very happy to join hands with Nickelodeon which is an extremely popular kid‘s channel. Both the characters, Ninja Hattori and Dora the Explorer enjoy tremendous fan following amongst the kids. So with the exciting toons and our forte in the bicycle segment, we are sure the cycles will sell like hot cakes.”

  • MTV and Crusoe tie up to launch range of men’s innerwear brand

    MUMBAI: Treading the unconventional route yet again, youth entertainment channel MTV has tied up with mens innerwear Crusoe to launch the ‘Roadies’ range of innerwear.

    The collection, called ‘MTV Roadies Men’s Innerwear by Crusoe’, comprises nearly 50 style options available at more than 1000 retail points, across India, including large format stores, multi-brand-outlets and exclusive Crusoe outlets apart from online sales options.

    Viacom18 Media senior vice president, consumer products and communications Sandeep Dahiya said, “Over the last one year I think what we have also tried to do is try the unconventional. The brands that we have lend themselves very well to the unconventional categories and ideas. We thought we have stationary, eyewear, apparels, footwear and what have you. So why not explore categories which have not been explored yet – globally or anywhere else. Again, research and insight told us that innerwear in India is very boring more so in the men’s range.”

    Research has led to the insight that for youngsters, innerwear is not just innerwear anymore. People now prefer to show it off and it has become as much a part of the ensemble as the regular clothes. The brand Roadies has been associated with daring, attitude and a rugged youth feel since the first season of the show. It lent as the synergistic partner for a men’s innerwear range.

    Speaking about this particular range Dahiya said, “Today’s youth is exploring more and expressing more when it comes to innerwear, and the MTV Roadies range by Crusoe gives them over 50 design options to choose from. We were looking for a brand which has synergy to partner with. Secondly we looked at brands which had similar mindset as us. We were looking for answers to questions like do they fall in the same space? Are they open to experiment? Are they open to playing and have an attitude like ours?”

    Imbuing the Roadies feel, the range is adventurous, out-doors, confident and upbeat. It comprises design elements like graphics, patterns and twisted-phrases and colours to make it unique and aspirational. The designs reflect the Roadies’ attitude with a variety of 12 styles like Maverick Briefs, Voyage Briefs, Gypsy Boxer Briefs, Beach Boxers, Wave Shorts, Surfer Shorts, Panache Vests and Getaway Shorts.

    Crusoe chief marketing officer Abhishek Tibrewal said, “MTV Roadies is a cult brand with huge following in the youth space and has great synergies with our brand ‘Crusoe‘. We‘ve developed a great range comprising over 50 styles and we‘re confident of it doing exceedingly well at retail.”

    Licensing and merchandising is an area of marketing that is only just rearing its head in India and one foresees bright prospects for the same.

    Dahiya says, “Licensing is a fairly new deal in India and so you need an open mindset more so you can converge there and then talk about ideas at the thought level, the design level, pricing, positioning and so on and so forth.”

  • MTV launches co-branded adventure bikes with Firefox

    MTV launches co-branded adventure bikes with Firefox

    MUMBAI: MTV India, the youth brand, and leisure biking company Firefox Bikes, have partnered to launch co-branded adventure bikes.

    The new range of product line-up will be unveiled at the upcoming 11th Auto Expo.

    Viacom18 Sr VP – Consumer Products Sandeep Dahiya said, “Adventure biking is surely becoming a regular feature of more and more people‘s lives – both as a healthy commute as well as a lifestyle statement. We‘re delighted to partner with
    Firefox, to launch MTV range of adventure bikes in India.”

    “The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that,” Dahiya added.

    Firefox Bikes MD Shiv Inder Singh said, “Worldwide cycling revolution is catching up as an alternative system of transport, and now more and more people are realising the benefits of cycling as a form to shed obesity and weight. We at Firefox have been providing newer versions and variations for the Indians to enjoy the ride and be a part of an environment friendly drive.”

    With the latest deal, MTV consumer products are now available in over 10 categories with eye-wear, bags, stationery & paper, debit cards, mobile phones, bed-linen and helmets, amongst others. Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and ‘Mochi – The Shoe Shoppe‘.

  • Nick partners Big Bazar for Spongebob SquarePants merchandise

    Nick partners Big Bazar for Spongebob SquarePants merchandise

    MUMBAI: Viacom18‘s kids entertainment channel Nick and Future Group‘s retail chain Big Bazar have collaborated to launch the Spongebob SquarePants – Back to School range of products for children.

    The range was launched by Mandira Bedi. The collection is available across 156 Big Bazar outlets in the country.

    The range includes colour pencils, crayons, erasers, sharpeners, sketch pens, pencil pouches, oil pastels, compass boxes, coin bank and combi packs. The product range, priced between Rs 25 – 149, is designed keeping in mind the latest trends and styles that are popular amongst kids.

    Nick India has licensed the category to B Vishal Corporation to distribute the products across all Big Bazaar stores. The new range is being promoted through various media including Facebook and the Nick India website.

    Viacom18 Media senior VP consumer products Sandeep Dahiya said, “We are excited to be associated with India‘s biggest retail chain, Big Bazaar, for ‘SpongeBob SquarePants‘ Back to School Range. SpongeBob SquarePants is one of the most loved Nicktoons across the globe and this new range is sure to excite millions of his young fans in the Indian market.”

    Big Bazaar – Future Group joint CEO Sanjeev Agarwal added, “Backed by strong network of 156 Big Bazaar in more than 90 cities, easy accessibility at the right price and smart below the line set up, we are confident that ‘SpongeBob SquarePants – Back to School‘ range will become a nationwide trend.”

    Apart from this range of products, the association shall also include efforts like on-ground activities, digital activations, in-store promotion with high impact point of sale material based on the lines of play, fun, frolic and buying.