MTV to enter deodorant segment

MUMBAI: MTV is planning to enter into personal care segment in partnership with Global Fragrance to launch MTV range of body sprays (deodorants) & eau de toilettes (EDTs) for men and women.

MTV Consumer Products today extends into more than 15 categories with Innerwear, Adventure Bikes, Footwear, Lingerie, Eye-wear, Bags, Stationery & Paper, Debit cards and Mobile Phones being some of them. Its key licensees include Bwitch, Citibank, Crusoe, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi amongst others.

Announcing the tie-up Sandeep Dahiya, Senior Vice President, Consumer Products & Communications - Viacom18, said, "We're excited to tie-up with Global Fragrances, to enter yet another significant youth category - deodorants & EDTs. The launch of MTV range of DEOs and EDTs is in line with our plans to expand the MTV franchise across key youth categories."

The MTV range comprising 4 fragrances each for men and women will be launched in August this year and will be available in over 1,00,000 retail outlets - conventional as well as modern trade.

Speaking on the tie-up, Somesh Choudhary, Managing Director - Global Fragrances, commented, “MTV is a cult brand that resonates strongly with the youth. Given our manufacturing & distribution capabilities, and MTV’s creative strength, we’re confident of this range doing exceptionally well.”