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Smelling generation Y's choice
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`MTV plugged', a range of perfumes for men and women was launched by the music channel on the Goa beach this past week.
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PRODUCT LAUNCHES are often as interesting as watching paint dry. Men in grey suits will read out long papers extolling the product and the company. But MTV India broke the mould when it took the wraps off its latest merchandise - a range of perfumes for men and women, collectively called MTV Plugged. It flew down models and VJs to Goa for "a blast on the beach" (to mark the launch). It was a night out on the tiles, at the famous "wooden shack" Zanzi Bar on Baga Beach, Calangute, North Goa.
The glitterati in attendance included Mallika Sherawat, Simone Singh, Waluscha, Sameera Reddy, Suman Ranganathan, Raima Sen, Marc Robinson, Kelly Dorji, Shavar Ali, Inder Sudan and Manish Malhotra. Gautam Singhania put in a brief appearance. Of course, the MTV poster boys and girls for youthful exuberance were there too - Nikhil Chinapa, Shenaz Treasurywala and Anusha Danekar were holding court. Anusha was the life of the party; she danced like nobody's business, down to the wire.
In an interlude, Alex Kuruvilla, managing director, MTV India, talked shop. He said that music and television remained the jewels in MTV's crown. "Do not get it wrong - our core competence will always be television. The `M' in MTV will always be music but MTV is also a way of life... from TV to clothes to credit cards to music compilations to perfumes," said Kuruvilla. "Where merchandising is concerned, we are not paddling our own canoe. We don't even try to. We strike up partnerships with companies that are internationally acclaimed players in their respective fields - be it apparels, credit cards or perfumes."
While perfumery business may constitute a big blind spot for MTV, it is right up Scion International's alley. In point of fact, Scion International, which is a global beauty solutions company based in Dubai, has tied up with MTV India to launch MTV Plugged.
"We at Scion are happy to have tied up with MTV India as it is a name to conjure with. And we have carved a niche for ourselves in the global perfumery market. MTV India and Scion together make a winning combination," says Jayesh Sheth, chief executive officer, Scion Group. "MTV enjoys an enviable brand loyalty from the young. MTV Plugged targets that demographic group."
"Manufacture and marketing of perfumes are so distinctively related to an expertise that MTV India does not possess; but Scion is a market leader in the perfumery business. Even credit cards were beyond our ken - and we tied up with a market leader Citibank and brought out MTV Citibank Credit Card. Then we launched MTV Style - a range of apparel and accessories - in partnership with JayGee."
What next?
"We may have to go back to the youth who is our DNA and find what it is that they want next," says Kuruvilla.
The MTV Plugged range of 16 fragrances includes deodorants of 75 ml and 150 ml and eau de parfume and eau de toilettes in 50 ml sizes. The deodorants are priced at Rs. 90 and 130 and the perfumes at Rs. 250. Women can choose from six fragrances, and men four.
"MTV Plugged will be down the pike in 1,00,000 outlets across the country soon," announced Kuruvilla.
The MTV Plugged range will be distributed across India by the Emami Group in over 60 cities and towns and will eventually cover over 1,00,000 outlets through 3500 distributors. Simultaneously, presence in the selective Super A outlets such as departmental stores and supermarket chains will be ensured by Beauty Concepts.
PRINCE FREDERICK
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Metro Plus
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