MTV and Portico launch new range of towels
11 Jun 2009
MTV launched a brand new range of towels 'Wrapp'd by MTV', in partnership with Portico New York today. The channel announced the launch of towels that compliment the attitude, personality and moods of today's youth.
'Wrapp'd by MTV' jacquard towels are yarn dyed and are 100 per cent cotton and the designs are inspired from an array of youth interests such as tattoos, gadgets, fashion, skulls and skeletons.
Priced at Rs499, the collection is available at all leading department stores like 'Home Centre' by Lifestyle plus various other home décor and furnishings stores.
Positioned as the 'towels for the warrior in you', the television campaign for 'Wrapp'd by MTV' was launched this week and will continue over the next four weeks.
Commenting on the launch Sandeep Dahiya, vice president, consumer products - Viacom18 Media Pvt. Ltd. says, ''With 'Wrapp'd by MTV', we now get even more intimate with our consumers.
We partnered with Portico and launched MTV's range of bed-linen - 'Laid by MTV', last year, which was a sell-out range. We're confident that 'Wrapp'd by MTV' will be lapped-up from the shelves even sooner, given the kickass designs and Portico's hallmark quality. So, get ready to step into the shower, more often.''
Rajiv Merchant, chief executive officer - Creative Portico India Pvt Ltd, says ''With 'Wrapp'd by MTV' range, we're confident of redefining the towel market in India - that of moving from colours-led options to designs-led options.'' He further added, ''While this range is predominantly targeting the youth, we're confident of a great response from people across other age-groups as well.''
