MTV 'Gets in the bed' with its consumers!

Launches its home furnishings range, 'Laid by MTV' in partnership with Portico New York

MTV gets in your bed! That's right. For the first time  globally, the channel in partnership with Portico New York has launched 'Laid by MTV', an exclusive collection of bed sheets & bed sets that compliments the attitude, personality & moods of today's youth in Bangalore today at the Lifestyle store, Oasis Centre Koramangala.

'Laid by MTV' is characterized by very unique & distinctive designs adding freshness, vibrancy & colour. The designs which are quirky, stylish & hip are inspired from an array of youth interests such as tattoos, gadgets, fashion, skulls & skeletons. The collection will be available at all leading department stores, book stores, furniture stores, home décor & furnishings stores.

Known for its innovation, MTV has augmented itself across various consumer products categories giving its viewers an opportunity to touch & feel the brand. Portico, too, has been at the forefront of experimentation by offering new products to its consumers each time. Portico has demonstrated track record of creating new market segments (kids, health etc) in bed and bath soft furnishing category where there was latent consumer demand. 

The new collection was launched in the presence of Mr. Chandan Sawera - Sr. GM Marketing, Portico New York. The launch event was graced and announced by the famous MTV VJ Anusha Dandekar. The launch was open to all and different contests were run for the youth of today, the winners of which were each given a special gift of the new Portico collection.

Commenting on the range, Sandeep Dahiya, Associate Vice President - Consumer Products, Viacom18, added, "For the last 13 years, MTV has been in the bedrooms of its viewers and with the launch of 'Laid by MTV', we now get in their beds. The launch of 'Laid by MTV' is in line with our broad strategy of becoming an integral part of various interest points in our viewers' life. We are glad to partner with Portico New York to bring a range that is 'unique', 'sexy' and 'very young'. We are sure that when you're 'Laid by MTV', there's no reason to get out of bed."

Rajiv Merchant, CEO of Creative Portico India Pvt ltd, added that "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 with none other than the most popular youth brand MTV.  For us, we have been traditionally selling our products to 4 to 12 year's kids with various license merchandise and 25 to 40 years lady with Portico. MTV fits in very well with 14 to 24 years customer and we catch our customer very young and remain with customer from 4 to 40 years by having different offerings."

Price Range:
Single bed sheet: Rs.999
Double bed sheet: Rs.1499
Single Comforters: Rs.1799
Double Comforters: Rs. 2699

About MTV Consumer Products:
MTV connects with its audiences through its robust consumer products business and its more than 300 properties worldwide. Launched in India in 2000, MTV's range of consumer products and services bonds with the Indian youth in their daily lives. It has had some very successful alliances which includes - Airtel - MTV sim card, MTV - Masala Track watches, QJam-the smart digital juke box. The current business comprises of MTV Gear - hip & cool clothing, MTV Citibank Credit & Debit Card, and MTV Backpack Holidays with Travelguru.

ABOUT CREATIVE PORTICO INDIA PVT LTD.
• Creative Group is one of India's largest professionally managed Apparel and Home Textile/Furnishing Export group with a turnover of over Rs.450 Crores.
• Creative Portico (India) Pvt Ltd is a formidable bed & bath consolidator in home textile category in India. Its brands are- Portico New York & Home Expressions.
• As a category player, Portico New York offers a wide range of coordinated Bed & Bath merchandise along with accessories used as innovative gifting which satisfies the large end consumer base. The range includes Bed sheets, Duvets, Duvet Covers, Towels, Towels Gift sets, Shower Curtains, Soya bean Quilts, Anti-Mite & Anti Bacterial Pillow, Eco Pillow, Micro bead Pillow, Bath Mats, Bath room set, Blankets and more.