MTV launches electronic gadget range, Fashiontronix

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | December 02, 2013
Partnering with Soundlogic and Croma for the technological and distribution solutions, the broadcaster has launched a range of 12 products.

Contributing design and a funky creative edge to the design, MTV has partnered with Soundlogic to launch its gadget brand, Fashiontronix. Targeted to the youth, the products will be available in Croma stores (currently 45). While its presence is in the major metros as of now, it will be expanded gradually.

Ajit Joshi, Sagar Gwallani, and Saugato Bhowmik

Fashiontronix products will be available at over 300 traditional retail outlets. Twelve products (five products with three colours in each) including headphones, earphones and Bluetooth-enabled speakers, will be available in the price range of Rs 899-3999.

Saugato Bhowmik, business head, consumer products, Viacom18, says that there is a lot more to come. "Ajit (Joshi from Croma retail) and his team are checking the temperature of the stores with these products and there will be more launches."

Sagar Gwallani, director, Soundlogic, says, "It's designed in a way that it can be handled carelessly. It's durable and shock-proof. Funkyness of MTV with Soundlogic's technical bandwidth bring in products like this, which I believe, will be very popular in the TG."

The US team of Soundlogic has designed the products.

Bhowmick explains the need for such a product. "We were looking forward to enter the music accessories and youth gadget market. The business reason was that it is a massive market, more than USD 2 billion. From a brand perspective, it becomes all the more important for us to be present in the most important category. One of the biggest religions for youth is music and more than that, music on the go."

The broadcaster wanted to venture into the category with somebody who had some established reputation and also wanted to target the youth, equally. That's how the search stopped at Soundlogic that already has presence in the markets, India and abroad.

Ajit Joshi, CEO and managing director, Infiniti Retail, mentions that 'Tata' is trusted brand not just by the elderly but by the youth as well. "The best part for India is that the youth is grounded, despite being modern. Croma first evaluates the quality and then for the brand and analyses whether the given product will be able to bridge a gap. From a product category point of view, this particular segment, the youth as a TG, was not being catered that well. We have Skullcandy kind of brands, which are very popular amongst youth but the price point is very high."

It is interesting that the product is also placed at the airport outlets of Croma, despite the fact that these are frequented mainly by business executives (and not youth). Joshi explains that the basic technology of the product range is very good. "I wouldn't mind carrying it (Soundbox-one of the speakers launched) to the boardroom for a presentation. Also, a lot of times, even the best quality speakers start moving (vibrating) when you hear loud, MTV kind of music, which isn't the case in this one. The basics are being taken care of in this product range," he says.

The products will be largely marketed online by MTV (through Facebook, Twitter and its own website) and Croma. The products are also available on

Bhowmick adds, "For youth, it's a very short attention span, flickering mindset audience and you have to woo them in that little time. Biggest part of the marketing is depended on the MTV network; we have 21 million FB fans and it takes one way to get to those. We will use the MTV website and the Twitter handles because the youth hangs out on digital. Moving forward there are much bigger plans on air, on viral and on ground."

It is believed by the three partners that the packaging of the product is very unique and the first step of marketing. The product will stand out on the shelf due to the packaging.

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