Riding on successful launches of ‘Club Roadies’ and ‘Roadies Koffeehouz’, the brand aims to expand its footprint in Patiala, Ludhiana, Ahmedabad, Goa, Pune, Mumbai, and Bangalore
Viacom18 Consumer Products, a part of India’s leading eponymous media and entertainment conglomerate, has announced pan-India expansion plans for its ground-breaking Roadies franchise. Betting on the success of its most recent launches, it will introduce brand-new experiential for fans of the pop-culture phenomenon through Roadies-inspired establishments across cities such as Chandigarh, Patiala, Ludhiana, Ahmedabad, Goa, Pune, Mumbai, and Bangalore. This vision echoes the commitment of Viacom18 Consumer Products to bring fans and audiences closer to their favorite show with experiences that are synonymous with the Roadies culture.
Sachin Puntambekar, Business Head, Consumer Products, Viacom18, said, “At Viacom18 Consumer Products, our vision is to continue to bring the genre-defining Roadies pop-culture phenomenon to fans in a memorable way. Our recent launches have opened to a tremendous positive response. With experiential formats that translate into vivid and tangible consumer engagement, we are excited to rapidly bolster our multi-city expansion, backed by innovation and novelty.”
Club Roadies, conceptualized with Work With Fun LLP as a unique experience and the ultimate hub for the Roadies youth community to engage in their shared passions of dance, music, and adventure, through world-class offerings, opened successfully at Marriot Hotel, Jaipur and recently at Elante Mall, Chandigarh. Club Roadies Jaipur, a café in the day and a splendid night-lounge spot in the evening, features neon interiors, a Roadies-themed task zone, along with a Roadies Bike, specially designed by the Rajputana Customs, leaders in the growing custom motorcycle market. Club Roadies Chandigarh, is the perfect blend of day-lounging and night clubbing, offering consumers a delectable culinary mix, an affable vibe and relaxing ambience. Comfortable VIP zones, a super loaded bar, and show-inspired Bike and Throne add to the Roadies vibe. The franchise will see itself unfolding in a similar dynamic format across Pune, Delhi, Mumbai, Bangalore.
Roadies Koffeehouz located in Mohali and Chandigarh, an endeavour with Leapster Restaurants Pvt. Ltd., brings together enthusiasts as a collective to unwind and relax, powered by specialty coffee and gourmet chef-made comfort food. Roadies KoffeeHouz in Mohali Sector 82, provides all-day dining with specialty coffee, a custom blend of Gungegri estate Arabica and a Cherry AA robusta. The blend’s inspiration stems from the quintessential spirit of adventure and travel, personified by the Roadies community. Roadies Koffeehouz Chandigarh Sec 35, offers a distinguished speciality coffee blend, featuring arabica, and naturally processed robusta, each of which are roasted to perfection. All-day appetizing dining is accompanied by a health-conscious Fit Rider menu, that also includes plant protein (fake meat) options. Building on the Roadies Spirit, Roadies Koffeehouz has also partnered with multiple communities including biker groups, off-roaders, rappers, and entrepreneurs to promote local artists and entrepreneurs. To expand this community experience further, Viacom18 Consumer Products will increase its footprint with two more launches in Chandigarh itself, and across Patiala, Ludhiana and Ahmedabad, amongst other locations.
About MTV:
MTV, the world’s premier youth brand, is a dynamic and vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the Gen-Z, music fans and artists. MTV engages over 50 MN+ young audiences across various social media platforms, making it one of the most influential youth brands in India. As a creative powerhouse, MTV’s repertoire of flagship properties includes Roadies, Splitsvilla, Hustle, Unplugged and Supermodel of the Year, & couple of new-age show formats like Anything for Love, Ex or Next, while showcasing innovative formats along with some of the most engaging cause-led initiatives like MTV Memory Karaoke, MTV Cancel Covid, MTV Trash Talk, MTV Baar Bra Dekho etc., that drive the youth towards positive change. As the universe of the young, MTV Insights Studio also brings out the most extensive biennial study into the mindset and behaviour of India’s youth through the MTV Youth Study. MTV also has its own branded content arm, called the MTV Brand Studio, for advertisers exploring edgy and quirky branded content, which, in the past has collaborated with brands like Hyundai, HP, Airbnb, Nescafe, LinkedIn and many more. For information about MTV in India, visit https://www.mtvindia.com/
About Viacom18 Consumer Products
Our mission is to create a unique brand experience for fans of all ages by bringing Viacom 18’s most favourite brands and characters like MTV, Roadies, South Park, COLORS, Nickelodeon along with a growing portfolio of acquired third party brands like Paw Patrol, Peppa Pig, Masha and the Bear, PJ Mask to name a few to life through innovative and exciting merchandise. The latest addition to the ecosystem is the licensing of the Roadies franchise into Club Roadies in Jaipur, along with Roadies Koffeehouz and Club Roadies in Chandigarh. Viacom18 Consumer Products is a significant player in the fast growing and evolving licensing and merchandising business with its diverse portfolio. By creating exciting and engaging products, we aim to bring alive our brands and characters in the lives of our fans. Through various associations and strategic brand licensing tie-ups, Viacom18 has cut beyond the conventional L&M categories.
At Viacom18 Consumer Products, we aim to fuelling and inspire the licensing ecosystem by continuously creating delightful experiences and products for infants, tweens, teens, and young adults and becoming a part of their everyday lives.
About Viacom18:
Viacom18 Media Pvt. Ltd. is one of India’s fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational, and multicultural brand experiences. A joint venture of TV18, which owns 51%, and ViacomCBS, with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on-air, online, on-ground, in-shop, and through cinema.
This article was shared with Prittle Prattle News as a Press Release.
