Now MTV gets into bed with Gen-Y

October 6th, 2008 - 7:42 pm ICT by IANS  

New Delhi, Oct 6 (IANS) Music channel MTV, which claims to know the attitude of today’s youth, has now decided to get onto their beds too - literally! It has launched its own bedroom decor collection called ‘Laid by MTV’.For this collection, MTV has partnered with Portico New York to bring out a range that is unique, sexy and caters to the young generation.

“MTV has been in the bedrooms of its viewers for over a decade and now it gets in their beds. This line is part of our broad strategy of becoming an integral part of our viewers’ everyday life,” Sandeep Dahiya, vice-president (consumer products) of Viacom18 Media Pvt Ltd, said in a press release.

“The collection is very unique and designs are very quirky, stylish and hip and are inspired from an array of youth interests such as tattoos, gadgets, body-piercing, music and skulls,” he added.

MTV, a popular youth channel, already has its own clothing line. The firm decided to enter the home decor market as they realised it was still an untapped segment as far as options for the youth are concerned. Their range is priced between Rs.799 to Rs.2,999.

“In the current bed and bath market, no products are designed for today’s youth. We see this as an opportunity and would like to explore the same to get more benefits,” said Rajiv Merchant, CEO of Creative Portico (India) Pvt Ltd.

“With MTV we want to catch our customers very young so that they remain our customers forever,” he added.

Creative Portico (India) Pvt Ltd is a bed and bath consolidator in the home textile category in India and its brands are Portico New York and Home Expressions.

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