March 20, 2013: MTV has always been a youth brand and has given its brand name to quite a few products like lingerie, adventure bikes, smartphones and eyewear. In a very different move MTV music channel has made its entry into condom market and has tied up with the KamaSutra brand. In one of the most unique brand extensions, the condoms launched by MTV will be known as ‘MTV Hardwear by KamaSutra’.
MTV has entered into a tie up with JK Ansell for ‘MTV Hardwear by KamaSutra’. JK Ansell is an equal joint venture between Raymond Group and Ansell International, Australia. With this launch, JK Ansell is trying to rebrand 20 year old KamaSutra by connecting with the youth. MTV which launched MTV Hardwear in two variants i.e. ‘bi-coloured’ and ‘big-head’ took this decision of brand extension after 18 months of discussions and deliberations.
On this new brand extension, Sandeep Dahiya, Senior Vice President & Business Head, Consumer Products, Viacom18 said, “Given the category sensitivity and the fact that we wanted everything about this range to be differentiated, it is not surprising that it took us more than a year to launch MTV Hardwear.” MTV Hardwear will be available in 25 cities across the country starting this week and it will be extended to 50 cities in next six months. The Indian condom market is estimated at Rs.1,100 crore and with this tie up and launch of MTV Hardwear, JK Ansell is trying to increase the market share of KamaSutra from 10 per cent to 17 per cent.
MTV which is targeting tier-II cities with MTV Hardwear is targeting revenue of Rs.50-75 crore in next year’s with this three year licensing agreement.
