Earlier this month TeamFAI attended the launch of The Roadies VDot Collection by Van Heusen in collaboration with Viacom 18 held at “The Grand” hotel here in New Delhi. You guys must have seen the live snippets during the show on my Instagram and Twitter handles. The ramp was graced by the ex-roadies like Ayaz Ahmed, Gurmeet Singh, Varun Sood and Nikhil Sachdeva. Other than the conventional ramp walk the ex-roadies entertained the guest with freestyle dance moves. The show went to a full throttle when the twins Raghu Ram and Rajiv Laxman made the killer entrance. The epic moment was when Rannvijay blazed in on a bike with his swag on fleek like a true roadie. And that for me was the icing on the cake. With all of them donning numbers from the Roadies Autumn Winter 2015, VDot collection the fashion metre was sent soaring to a true roadie style. Definitely, a collection cut out for the young and fearless.
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.
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
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.”
About Van Heusen:
Van Heusen is India’s No. 1 premium lifestyle brand for professionals. With a rich heritage of 128 years in United States of America, the brand entered India in 1990. Over a period of its 25 years of history in India, Van Heusen has emerged as a fashion authority for the ever evolving Indian professionals becoming the go-to source for the latest in fashion trends as well as for expert advice on what to wear, when to wear it and how to wear it. Today, Van Heusen is not only the most preferred work wear brand, but also effortlessly straddles entire spectrum of occasions like casuals, ceremonial and party wear.
The brand embodies the positioning, ‘POWER DRESSING’. Van Heusen customers are the corporate leaders for whom elegance and style are not just fads, but a philosophy. Thus the Van Heusen range is modern, minimalistic and timeless in design and is distinguished by high quality. Van Heusen with its distinctive and fashionable range of products helps the corporate leaders create their best impact, as much for his style as for his substance.
About Viacom18 Consumer Products:
Viacom18 Consumer Products is a significant player in the ever growing consumer products space with its diverse portfolio. Through various associations, Viacom18 has cut beyond the conventional categories giving the consumers a slice of its brands such as MTV, Roadies, Indies, Vh1, Vh1 Supersonic, Nickelodeon, Comedy Central along with a growing portfolio of acquired third party brands.
As a part of the Viacom18 Consumer Products Business, the youth cluster licenses iconic brands like MTV, Roadies, Indies, Vh1, Vh1 Supersonic and Comedy Central to create exciting and engaging products that embody the youthful DNA of each of these brands. The intention is to surround the target consumer through an ecosystem of tangible products outside the channel experience.
MTV & Roadies Consumer Products have successfully built a strong youth connect by venturing in over 12+ categories ranging over Electronics, Stationary, Apparel, Innerwear, Footwear, Cosmetics, Personal Care, Accessories & more.