Several other product ideas are still in the works for promoting the Roadies brand, which was a completely made-in-India reality show. The company has already launched 15 Roadies' categories with Archies including handbags, wallets, slippers and much else.
If all goes well, there could be Roadies adventure shoes and watches too.
To be sure, MTV is no stranger to merchandising. Six years ago, it launched its own line of garments and even a co-branded credit card with an international bank. However, the channel suddenly seems charged up about merchandise since the retail market has also got organised. Viacom's children’s channel, Nicklodeon, says Dahiya, makes more money from merchandise abroad than from advertising.
Image: Roadies. | Photograph, courtesy: MTV
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