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MTV partners with Portico New York
Oct '08
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.

'Laid by MTV' is characterized by very unique & distinctive designs adding freshness, vibrancy & color. 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 youth today is independent, discerning & global. They want every aspect of their life to reflect what they are. With no option in the current market catering to their needs in the home décor category, they can now choose designs that are unconventional, inimitable & matches their persona. The logic is simple - "it's my life, it's my room & it's my bed, so let me decide!" 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."

Portico New York

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