MTV enters personal care category

After foraying into footwear, innerwear, lingerie, adventure bikes, eye-wear and other consumer products categories, MTV India, in association with Global Fragrances, launches MTV Body Sprays and EDTs. The range comprises six distinct fragrances - 3 each for men and women - with each fragrance available in body sprays as well as EDTs format. Packaged distinctly in vivid and vibrant colours, the range is priced from Rs. 150 for body-sprays to Rs. 499 for EDTs and is available across more than 100,000 retail outlets. The women’s range comprises three fragrances – Lovesta, Groovsta and Rocksta, while the men’s range offers – Sportsta, Groovsta and Rocksta. Commenting on the launch, Sandeep Dahiya, Sr. Vice President – Consumer Products, Viacom18, said, “The launch of MTV range of fragrances marks our entry into a serious and significant category – personal care. We’re excited to partner with Global Fragrances to launch a range that truly embodies the MTV attitude as well as the aspirations of Indian youth.” Speaking about the range, Somesh Choudhary, Managing Director - Global Fragrances, commented, “MTV is a cult brand that resonates strongly with the youth. Given our manufacturing & distribution capabilities, and MTV’s creative strength, we’re confident of this range doing exceptionally well. It has already received a great response from the trade.” Packaged in bold colours – devil red, pitch black, flagrant yellow, glaring green and bold blue, the MTV range stand out with its innovative packaging, including a 3-dimentional MTV logo, placed inside the transparent cap. Another distinct design element is the strong, visual ‘star’ that’s part of the front design across all fragrances – in different forms. This is symbolic of the star that is inside all of us – waiting to be unleashed. Over the next few months, both MTV and Global Fragrances will invest across platforms – retail, television, online, print, mobile, on-ground and films, to create excitement around the range. The campaign will break sometime mid-October.