PUMA and MTV launch exclusive range of MTV Rock The Vote T-Shirts

Media News

Bangalore, April 2014

PUMA and MTV, two iconic global youth brands, join hands to launch exclusively designed t-shirts to dress millions of first time Indian voters and create awareness about the importance of voting. Reaching out to a common audience - the youth - both the brands plan to take MTV’s ‘Rock the Vote’ campaign further in style in an endeavor to get the youth motivated to exercise their all-important vote.

PUMA is supporting MTV’s Rock the Vote – an initiative by MTV that brings together popular culture and politics to engage with the youth through music and humor, to drive messaging of the power of one vote. MTV is reaching out to the youth through music anthems, college concerts, voter registration camps, live debates, Twitter Townhalls, TV series etc. to drive conversations and encourage dialogue around the upcoming elections. The co-branded t-shirts are a range of designs that borrow from youth symbols and rituals, and underline the need to speak up and Rock the Vote.

The PUMA and MTV Rock the Vote tees were launched today at the PUMA Store in Bandra with the support of well-known celebrity – Soha Ali Khan. Sporting the funky tee, Soha made a great looking Campaigner for Voter Awareness.

Taking about the association and the launch of the t-shirts, Rajiv Mehta, MD, PUMA India, "The launch of the MTV Rock the Vote T-shirts is aimed at making a difference and to encourage the youth to get actively involved with the upcoming elections. PUMA as a brand is always looking at new and different ways of engaging with the youth. The association with MTV Rock the Vote gives us an opportunity to reach out to the youth and make a difference and give people a chance to show and celebrate their participation in the voter process".

Sumeli Chatterjee, Head - Marketing & Insights, MTV India explained this initiative further by adding, “Elections are the biggest event, and youth cannot shy away from that. MTV’s initiative of Rock the Vote is aimed at driving conversations around elections, highlighting the need to vote. An ideology is best endorsed when one wears it or flaunts it. PUMA and MTV’s co-branded T-shirts give a strong message on the need to vote, while the design reflects fun and quirk in youth life. We are really happy to partner with PUMA, as the brand shares the same passion as MTV to engage and interact with the audience.”

MTV’s Rock the Vote t-shirts will be retailed at select PUMA Stores across the country. Also coming on board for this initiative is Myntra.com, who will be the sole e-commerce partner along with the brand's official website PUMAshop.in

For Further information, please contact:

Madison India

Shaila Bhat

Mobile: +919886098021

Email: shaila@blr.madisonindia.com