MTV India Partners with Portico NY Towel Range

MTV India has launched a range of towels, Wrapp’d by MTV, with licensee Portico New York in a global first for the business. The Wrapp’d by MTV range is characterized by distinctive designs including tattoos, gadgets, fashion, skulls and skeletons. The launch is being backed by a four-week television campaign using the slogan: “towels for the warrior in you.”

“With the Wrapp’d by MTV, we now get even more intimate with our consumers,” says Sandeep Dahiya, vice president of consumer products at Viacom18 Media. “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.”

“With Wrapp’d by MTV range, we’re confident of redefining the towel market in India — that of moving from colors-led options to designs-led options,” says Rajiv Merchant, chief executive officer of Creative Portico India. “While this range is predominantly targeting the youth, we’re confident of a great response from people across other age groups as well.”

The launch took place at Mumbai’s Gold’s Gym.

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