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After deos and bikes, get ready for MTV lingerie and condoms

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MTV that got into the merchandise segment, more than a couple of years ago, and launched innerwear in association with Hugo, a couple of months ago; and leisure bikes in association with Firefox yesterday, will be launching lingerie in association with Bewitch, deodorants and EDTs in the personal care sector in September. In October, MTV plans to launch condoms in association with Kama Sutra. MTV Roadies bags too are in the offing.

Meanwhile, with Firefox, MTV has launched four bikes in the mid premium segment and price range of Rs 10,000 to Rs 16,000. The 24-inch Thor is for the sub-adult biking segment while the other 26-inch Smoke, Dirt and Hades are for the adult biking segment.

Sandeep Dahiya, Senior Vice-President, Communications and Consumer Products, Viacom 18

Sandeep Dahiya, Senior Vice-President, Communications and Consumer Products, Viacom 18

“MTV is strongest in the 13 and above age category. Therefore, the price has been kept very reasonable,” says Shiv Inder Singh, Managing Director, Firefox Bikes India.
Meanwhile, kids, which is a growing segment has been left out. Singh agrees that while the kids segment is growing but it is the 25 to 35 segment that is doing well. He feels that the kids segment is price sensitive.

According to Ajit Gandhi, Deputy General Manager, Firefox Bikes India, The bikes cater to the High Net Individuals. “The TG for MTV series bikes are the upper middle and higher class. In terms of age, it caters to teenagers who can relate to MTV. There is bracket after 24 years which includes the young parents and corporates who are environment conscious,” he says.

Speaking on the tie-up with Firefox, Sandeep Dahiya, Senior Vice President, Communications and Consumer Products, MTV, Viacom 18, says, “The Firefox range complements MTV in the right way. The bikes are edgy, full of attitude, unexpected and unique.”

Shiv Inder Singh

Shiv Inder Singh, Managing Director, Firefox Bikes India

When quizzed on how the bikes would be marketed, Dahiya without divulging details says, “There is a business plan that we think, we will surpass in nine months time. While MTV will bring to fore its creative and media strength, Firefox will help us with its technical and distribution plan.”

For thr record, MTV is present in over 22 categories and as per Dahiya, hopes to make it presence felt in about 22 categories by the end of this year. “We’re growing at more than 60 per cent and are hoping to keep the momentum,” says Dahiya. Through the licensee route, MTV has consumer products ranging from bags, bed-linen, eye-wear, mobile phones, credit cards stationery, innerwear, besides others.

Ajit Gandhi, Deputy General Manager, Firefox Bikes India

Ajit Gandhi, Deputy General Manager, Firefox Bikes India

Dahiya adds, “In terms of royalty, there is 8 to 13 per cent of any deal that varies from category to category. We live somewhere in that range.”

The media mix for Firefox will be both ATL and BTL and social media.

Firefox sells about 50,000 bikes annually in India. It hopes to get 10 per cent of its sales from the MTV association. “Our major sales come from Delhi, Bangalore and Mumbai out of the 95 cities we are present in,” Gandhi says.

Singh appends that the niche segment of the Indian bicycle market is about five per cent and out of that Firefox has around 40 per cent share. “Both Hero and TI cycles have introduced bikes in this segment, besides the imports,” he says.

About the author / 

Abhinav Mohapatra

Correspondent, Pitch & Pitchonnet

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