MTV FORAYS INTO PERSONAL CARE

Parent Category: News and Stories

Posted in: Product on Saturday, 10 November 2012 08:37

Global Fragrances launches MTV Body Sprays & EDTs

A VIBRANT RANGE COMPRISING 14 SKUS FOR MEN AND WOMEN

After foraying into footwear, innerwear, lingerie, adventure bikes, eye-wear and other consumer products categories, MTV India, in association with Global Fragrances, launched MTV Body Sprays and EDTs (Eau De Toilette).

The range comprises six distinct fragrances (3 each for men & 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 – in both conventional and modern retail.

The women’s rangecomprises three fragrances – Lovesta, Groovstaand Rocksta, while the men’s range offers – Sportsta, Groovstaand Rocksta. The range, finalised after extensive research to offer something distinct for everyone was launched in Delhi by popular host and dance diva ShibaniDandekar, India’s  tennis sensation Yuki                                                                                               Bhambri, VJ & DJ Nikhil Chinappa and MTV VJ Rhea.

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 and 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.

Introducing the MTV Groovstafragrance, popular host and dance diva Shibani Dandekar, said, “It’s a gentle floral

fragrance with a slight musky aroma. It’s invigorating and long-lasting and it suits my long active schedules.”

Yuki Bhambri, International tennis player who unveiled the MTV Sportsta  fragrance said, “MTV Sportsta bursts with

spice and freshness.  I can actually feel the wave of extreme freshness, adrenaline and energy – it’s perfect for

anyone into vigorous lifetyle.”

Commenting on the MTVRocksta fragrance, Nikhil Chinappa, MTV’s most loved VJ and DJ commented, “I like fragrances

that are bold and electrifying and Rocksta is definitely my kinda fragrance. With a mix of citrus and musky notes,

Rocksta truly rocks.”

MTV VJ Rhea who unveiled the MTV Lovesta fragrance, said, “I think this perfume is inspired by me - It’s fun, it’s

subtle and very mushy.Packed with sweet and fruity notes this fragrance indeed captures the joy and purity of being

in love.”

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.

The MTV Body Sprays and EDTs comprise a broad bouquet of fragrances:

Variant    Top    Middle    Base
Lovesta Women    Sweet Fruity    Sweet Citrus    Flowery
Rocksta Women    Lime    Almonds    Amber &Mahogany
GroovstaWomen    Floral    Sweet Floral    Soft musky Flower
Sportsta Men    Strong Woody    Spicy    Fresh
GroovstaMen    Spicy     Woody    Aquatic
Rocksta Men    Aquatic Fresh    Citrus    Musky

MTV Consumer Products today extend into more than 15 categories with Innerwear, Adventure Bikes, Footwear,

Lingerie, Eye-wear, Bags, Stationery & Paper, Debit cards and Mobile Phones being some of them. Its key licensees

include Bwitch, Citibank, Crusoe, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi amongst others