MTV licenses "Roadies' to "Mochi; expands its merchandising presence to footwear

Do you eat, talk, and dream Roadies? Here is your chance to wear Roadies too¦! As Season 8 gets ready to go on air, MTV partners with "Mochi ' The Shoe Shoppe', one of India's leading footwear retailers to launch an entire range of stylish "Roadies' footwear. The Roadies range will be available at all the Mochi ' The Shoe Shoppe stores across India. The first collection of this range will hit the market within the next one month.

Sandeep Dahiya, Senior Vice President - Consumer Products, Viacom 18 Media Pvt. Ltd., said, "The style expression of today's youth extends from head to toe. With the launch of Roadies footwear, we now cover the two ends of their style spectrum (with Roadies helmets being launched this season as well)." He further added, "Mochi ' The Shoe Shoppe has created a fantastic range that truly reflects the Roadies spirit and we're confident that Mochi will sell them in an environment that's as differentiated as well."

Priced between Rs. 249 to Rs. 2490, the footwear is available in vibrant colors that are bound to set themselves apart from the rest ' just like a true Roadie. The Roadies collection includes flip flops, canvas shoes, sports shoes, gladiators, ballerinas, floaters, casual shoes & boots for women and men. The range will be available in all the 45 Mochi outlets, across 27 cities.

The inspiration for the designs comes from the attributes that a true Roadie exudes. The idea was to create comfortable, unique and edgy footwear with the designs representing the journey - the road, the attitude, the dirt, the energy, the danger and this year's Roadies theme ' Shortcut to Hell.

Farah Bhanji, Director, Mochi ' The Shoe Shoppe, adds "Mochi ' The Shoe Shoppe was launched as a response to the fashion needs of the youth of India. As one of the fastest growing shoe brands in India, Mochi is known to be synonymous with trends that represent the true spirit of Gen X. Keeping this position in mind, this year we have associated with Roadies, bringing in merchandise that exudes attitude and raw energy. Shoes that are sure to be a rage across the country."

MTV Consumer Products today extends into more than 10 categories with 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 and "Mochi ' The Shoe Shoppe'.