VDOT and Viacom 18 launches exclusive Roadies Collection with Actor Rannvijay, Raghu Ram and Rajiv Laxman

VDOT, the edgy youth lifestyle brand from Van Heusen and Viacom 18, one of India’s leading media networks through its consumer products department - Viacom18 Consumer Products, have collaborated to create a unique offering for their brand loyalists through the Roadies collection by VDOT.

The collection is inspired by the country's longest running youth reality show on the country's biggest youth platform MTV – Roadies.  This first-of-a-kind collaboration of a well-known brand from the entertainment industry with a leading apparel brand is expected to heighten up the fashion quotient of Indian youth across the country through a range of edgy, exciting, contemporary and fashionable merchandise.

This exclusive Roadies collection by VDOT, was launched with much aplomb at an adrenalin fuelled fashion show in Delhi that saw the original Roadie Rannvijay, Raghu Ram and Rajiv Laxman  turning the heat up as the showstoppers for the evening. The glittering fashion show also featured renowned former contestants and true Roadies like Ayaz Ahmed, Gurmeet Singh, Varun Sood and Nikhil Sachdeva who took to the ramp at The Grand, New Delhi alongside their mentors on the show. The Fashion show featured the Roadies Autumn Winter 2015 collection by VDOT encompassing the perfect blend of pride, courage and the fearless voyager spirit.

On the occasion, Mr. Vinay Bhopatkar - COO of Van Heusen and People, commented, “We are very excited with this association. VDOT strives to epitomize effortless style, while being bold and edgy. On the other hand, adventure and fearlessness has always defined the Roadies attitude.  With the launch of this exclusive collection that exudes the Roadies’ spirit of today’s self-made youngsters combined with the fashion and style quotient of VDOT; we want to appeal to not only the explorers but also the free spirited minds. The range provides a complete style solution to the youth of today that reflects the unabashed attitude, individuality and self-expression.”

Speaking about the collaboration, Saugato Bhowmick – Senior VP, Viacom18 Consumer Products said, “Roadies is the longest running reality show brand in the country on the largest youth entertainment platform, MTV and it has virtually defined an entire generation of adventurous, courageous and self-made youngsters across India. This brand, which is over a decade old now, has gone from strength to strength with every progressive season of the show and will continue to do so. We at MTV feel that it is time to bring the Roadies ethos into a youngster’s life by introducing Roadies products that embody the values of being a ‘Roadie’. Fashion and style define youth lifestyle today. Therefore it is a conscious move on our part to venture into Roadies fashion wear. To that end, we are extremely excited to partner with V Dot, from the house of Madura Fashion and Lifestyle, a brand that comes with impeccable fashion credentials. Together, we believe we are offering a very exciting, edgy and super fashionable youth casual wear line that belongs to the self-made all conquering young men of today and the future."

With the launch of this collection, VDOT brings to life a biker centric lifestyle that is associated with Roadies. The collection features infusion of elements that co-exist to create a sense of functionality, yet are unique in design. Detailing like coated biker Jackets, denim-leather mix and metal

embellishments give the collection a grunge-biker feel. The addition of bike denims with reflective tape details and reflective branding add to the ergonomic functional appeal. T-shirts and shirts with strong directional prints add the much needed sense of drama to the collection.

The Roadies collection by VDOT featuring of T-shirts, Shirts and Denims is going to be available in all VDOT and Van Heusen exclusive stores across the country apart from being available online on the brands official webstore www.trendIN.com. This will also be available at all leading Departmental stores, Multibrand Outlets and ecommerce platforms.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing