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The American channel has teamed up with three different partners to source these products, which will be rolled out over the next three months. This is the first time the music channel, run in India by Viacom18, the local JV of MTV's US parent Viacom, is associating with such products anywhere in the world.
Viacom18's consumer products division, which has launched more conventional products from bags and stationery to eyewear and mobile phones under co-branding arrangements in the past, has now tied up with Kamasutra condoms, Bwitch lingerie and Crusoe men's innerwear. While condoms and lingerie will be co-branded with MTV, the men's innerwear will sport the name of MTV's popular reality show, Roadies.
"You could say we are getting intimate with our consumers through presence in these categories," said Sandeep Dahiya, senior V-P (consumer products), Viacom18. "These are unexplored categories, from a licensing perspective, and enjoy a strong loyalty. That's what makes it as exciting as it is challenging."
The company plans to launch the range of lingerie and men's innerwear in metros, while co-branded condoms are likely to be released across the country in various retail formats.
"Our licensing tie-up with MTV is part of our plan to focus on youth and increase brand salience of our flagship brand, Kamasutra, through such innovations," said Ranju K Mohan, director and business head of JK Ansell.
Co-branding with MTV makes a perfect fit, said Jyoti Narula, managing director of Genesis Colors, which owns the lingerie brand. "Bwitch is a peppy and youthful collection and MTV's brand has a resonance with the youth," she said.
Viacom18's consumer products division will play a key role in styling, packaging and devising unconventional modes of retailing the products, which will be priced at a premium. The company will charge a licensing fee from its partners, who will make and retail the products.