MTV partners with Wildcraft to launch

Media News

Mumbai, February 17, 2010

MTV, the leading multimedia youth brand announced its partnership with Wildcraft India Pvt. Ltd. to launch an MTV range of travel and adventure gear. To be launched in April this year, the range will include vibrant, funky and innovative travel & adventure bags, duffel bags, laptop bags and toad bags amongst others. The range will also comprise a ‘Roadies’ line that will include bags as well as adventure gear for riding, hiking and cycling as well as other outdoor equipment including a cool range of sleeping bags and tents. The range will be priced from Rs. 749/- to Rs. 3000/- and will be available across retail – both conventional as well as modern trade outlets and Exclusive Wildcraft outlets.

Announcing of the partnership, Sandeep Dahiya, Vice President – Consumer Products & Communications, Viacom18, said "We’re excited to partner with Wildcraft to enter into yet another important category in the youth space." He further added, "The MTV and Roadies range will be planned keeping in mind that bags today are not just a utility item. They’re as much a fashion accessory."

Speaking on the partnership, Gaurav Dublish, Director Marketing, Wildcraft India, said, "This initiative mirrors our constant endeavour to attempt the seemingly impossible, keeping up with the fickle and constantly changing youth. MTV, known for their close connect to the youth are the obvious partners and choice for this initiative. We hope to reach out to our consumers as a dynamic new brand becoming the ultimate answer to their needs in our category."

Wildcraft as India’s largest outdoor gear brand is quality focused and has kept pace with the demanding safety and style requirements of its customers. An environment-conscious company, Wildcraft is known in the market for backpacks, rucksacks, and travel & survival gear with up to 25 year warranty across product categories. Wildcraft gear is practical, world class and aspirational. As a company, Wildcraft believes in developing the outdooor gear segment with a product repertoire that is gentle on the environment and is built to last.

For further information, please contact:

LINOpinion

Devyani Singh

Mobile: 9833655069

Email: devyani.singh@loweworldwide.com