Now 'Highway on My Plate' on your desks

After taking you through the highways of India, presenting the best of dhaabas, exploring the country’s shoreline and waist line, searching for the best flavours and conquering your hearts-–  Highway on My Plate (HOMP) will now be a part of your everyday life. Taking inspiration from the popular series, NDTV Good Times and in collaboration with Happily Unmarried, Highway on My Plate (HOMP) has now introduced the first ever signature merchandise from the show – the HOMP Diary.

The Great Indian Highways are best represented by dhaabas and trucks, and while the series has taken you through the highways and made you experience the flavours of street food, the diary will now introduce you to the other Hero of the Great Indian Highway –  Trucks.

Young, fun and vibrant, the HOMP Diary is an extension of the show itself, and the diary is a tribute to the Indian truck driver and illustrates diverse ‘truck personalities’ – Aashiq, Loner, Woman Hater, Desh Bhakt, and Philosopher.

To understand more Adgully caught up with Atul Seth, VP, Development (International & New Business ), NDTV Lifestyle.

Since this is the first time that NDTV Good Times has come up with merchandise, when asked about the rationale behind taking this step and whether it has been taken keeping in mind the profit revenues part or it’s just a brand promotion, Seth replied, “The channel has been around for over 5 years and over the years we have developed a strong emotional connect with our audience so it’s time now to extend the relationships we have built over the years beyond television.”

Shedding more light he said, “Strong brand connect with HOMP, easy recall were the deciding factors. The Trucks in India have been integral part of the culture but so less has been done around them so we thought that this was a unique aspect. We also wanted the merchandise portable with a very long shelf life and hence the dairy.”

Well, it was quite early to ask though but speaking about how are they planning to take this ahead and would we be seeing something same for other shows well, he said, “Yes we are open to all the possibilities and already in talks with many for more such brand extension activities. We are soon coming up with the DVDs for our show "“Yogasutra.”

The funky and youthful HOMP Diary features colourful truck art, quirky one liners about various truck driver personalities, their trucks, accomplices and lives – all with a touch of humour. The diary also incorporates information on the various dhabas across the country that has been featured on the series.

Priced at Rs.450/-, the HOMP diary is available at all Happily Unmarried stores and other multi-brand outlets in the country. It can also be purchased online at https://www.happilyunmarried.com