Adgully Exclusive | FireFox fits in with the profile of audience that MTV caters to: MTV's Sandeep Dahiya

In 2011 Dec we had reported about the collaboration of MTV India with home-grown, India's leading leisure biking company Firefox Bikes. The actual launch of the collaboration of MTV India of its co-branded FIREFOX MTV Adventure Bikes happened at , Auto Expo'12 in New Delhi.

With an aim to make an impact on the youth of the country, FIREFOX and MTV India unveiled its co-branded bike by Shiv Inder Singh, Managing Director, Firefox Bikes Pvt. Ltd. Along with MTV VJ's Rannvijay and Bani J.and senior MTV officials notable among them were Sandeep Dahiya Sr. Vice President Consumer Products, Viacom 18 the man behind this entire initiative. The FIREFOX MTV bike models that were launched include the 24" Thor, 26" Smoke, Dirt and Hades.

While speaking exclusive to Adgully on the reason behind this partnership , Sandeep Dahiya, Sr. Vice President - Consumer Products, Viacom18, said, "Adventure biking is surely becoming a regular feature of more and more people's lives - both as a healthy commute as well as a lifestyle statement. Its an exciting and unusual partnership with Firefox, to launch MTV range of adventure bikes in India - a range that is as flamboyant in design as it is unique in functionality."

He further adds, "Biking is today gaining momentum as a product as well as a lifestyle statement both amongst youngsters and middle aged people."

Elaborating about the partnership, Dahiya said, "FireFox fits in with the profile of audience that MTV caters to. It addresses the inherent need of the TG who is constantly looking out for challenges. World wide MTV viewers will get to know about the FIREFOX MTV partnership in India. "The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that."

MTV Consumer Products today extends into innumerable categories ranging from Eye-wear, Bags, Stationery & paper, Debit cards, mobile phones, bed-linen and helmets, amongst others. Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and "Mochi ' The Shoe Shoppe'.

As told by Dahiya, "the Consumer Products division of Viacom 18 will see tremendous growth in 2012".On quizzing about growth in no values Dahiya said " although its tough to indicate still MTV India and Nick will achieve 225 to 230 crore of MRP value".