MTV, Wildcraft join hands to launch range of bags and adventure gear

MTV along with Wildcraft has launched a range of premium bags and adventure gear. Launched at Wildcraft’s exclusive store in Mumbai, the range includes travel and adventure bags, duffel bags, laptop bags and tote bags, among others. The range also comprises a special ‘Roadies’ line that includes bags as well as adventure gear for riding, hiking and cycling as well as other outdoor equipment, including sleeping bags and tents. The range is priced between Rs 745 and Rs 2,995 and is available across exclusive Wildcraft stores as well as modern trade shop-in-shops.

The creative inspiration of this outdoor range comes from MTV’s Streetmuse concept of fashion products. Each product has at least one unique functional element, thus making the range an exciting mix of style and functionality.

Commenting on the range, Sandeep Dahiya, Senior Vice President, Consumer Products & 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 and design elements.”

Announcing the 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 connection 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.”