Licensing goes unconventional
MTV India, the music channel run in India by Viacom 18, recently lent its brand name for out-of-the-box product categories
like intimate wear such as lingerie, men’s innerwear and even condoms. This is the first time anywhere in the world that
MTV products would be launched in these personal categories. The products are set to roll out in the market over the next
three months (including the present one) and would be priced at a premium, banking on the quality and great designs,
which will make it a value-for-money buy for the customers.
THE DEAL
Viacom18’s consumer products division has tied up with Kamasutra condoms, B!witch lingerie and Crusoe for men’s
innerwear. While condoms and lingerie will be co-branded with MTV, the men’s innerwear will sport the name of MTV’s
popular reality show, Roadies. “We’ve tied up with ‘Crusoe’ (from Jagannath Textiles) to launch a Roadies range of inner
wear for men; we’ve partnered with B!witch (a Genesis Colors brand) to launch an MTV range of lingerie for women and
we’ve tied up with JK Ansell (makers of Kamasutra condoms) to launch MTV range of condoms under the Kamasutra range.
These will all be co-branded products," commented Dahiya.
The range of lingerie and men’s innerwear will be available in metros, while co-branded condoms are likely to be released
across the country in various retail formats. “It is a part of our plan to focus on creating a strong presence in
unconventional categories for our youth brands (MTV/Roadies). Over the last 2-3 years, we’ve launched many a MTV/
Roadies range of products through the licensing route in conventional categories – footwear, bags, stationery, debit cards,
eyewear, mobile phones, and bed linen, amongst many others. This year, we will focus on the unconventional categories as well," Dahiya said.
CATEGORIES PACKED WITH CHALLENGE
With this initiative, it can be said that Viacom18 is getting intimate with the consumers via its presence in these categories. “These are virgin categories (from a licensing perspective) and enjoy a strong loyalty. And that is what makes it as much exciting as it is challenging. Given the credentials of our partners (JK Ansell, B!witch and Crusoe), and our creativity and resonance with the youth, we are confident of creating a range of products that will really excite the
consumers," shared Dahiya.
WHAT’S WITH A MUSIC CHANNEL?
A youth brand that resonates strongly with the youth, globally and lends itself well to many categories – both conventional and unconventional – MTV has come out to be the perfect fit for launching the products in context. “We have already announced and unveiled the MTV range of adventure bikes at the AutoExpo this year, in collaboration with Firefox. These would be launched within the next couple of months," said Dahiya.
REVENUE COMES SECONDARY
While revenue remains critical in all businesses, Dahiya shares that when you want to innovate and break the clutter, you first think about other critical things – expanding categories or creating new categories, creating unparalleled consumer experience and finally exciting the end consumers. “If we execute it well, then it all leads to great revenue realisation for both our partners as well as for us," adds Dahiya.
MTV plans to work closely with its partners to be innovative across the board for these product ranges – in packaging, positioning and promotions and last but not least, in distribution as well. THE ROAD AHEAD
MTV plans to be competitive with other world class brands in terms of quality. The brand is focusing on the Indian market, and later, the option of launching these products in other markets might also be explored. The brand is banking big time on the credentials of their partners and also the respective products they will come out with. “With brands like Dora the Explorer, SpongeBob SquarePants, Ninja Hattori, MTV and Roadies, the potential is huge. And this is when we are yet to promotions Comedy Central and Colors unlock Vh1, from a licensing perspective, and some of these brands we will definitely unlock in this financial year.
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