MTV ties up with Wildcraft

MTV has tied up with outdoor gear brand Wildcraft to introduce the MTV range of bags and adventure gear. Bollywood actor Jacqueline Fernandez and three MTV VJs - Rannvijay, Bani J and Ayushmaan - were present at the launch event.

Commenting on the tie up with Wildcraft bags, Sandeep Dahiya, senior vice president – consumer products and communications, Viacom18, said “Bags are today an extension of one’s style statement. We’re excited to partner with Wildcraft to enter into yet another important category in the youth space. What makes this range unique is the mix of innovative product features with international creative & design elements.”

On the new partnership, Gaurav Dublish, director and head marketing Wildcraft India, said, “This initiative mirrors our constant endeavour to attempt the seemingly impossible, keeping up with the fickle and constantly changing youth. MTV, known for their close connect with the youth are the obvious partners and choice for this initiative. We hope to reach out to our consumers as a dynamic new brand becoming the ultimate answer to their needs in our category.”

The new range launched by MTV also consists of a "Roadies" line that includes bags as well as adventure gear for riding, hiking and cycling, and outdoor equipment like sleeping bags and tents.