MAM
MTV signs L&M deal with Global Fragrances to launch Deos and EDTs
MUMBAI: MTV India, the youth brand from the Viacom18 stable, has entered into a licensing agreement with aerosol, perfumes and cosmetic manufacturer Global Fragrance, to launch MTV range of body sprays (deodorants) and eau de toilettes (EDTs) for men and women.
The deal marks MTV‘s foray into another significant youth category – personal care.
Slated to be launched in August 2012, the MTV range will consist of four fragrances each for men and women. The collection will be available in over 100,000 retail outlets – conventional as well as modern trade, the company said.
Viacom18 consumer products and communications senior vice president Sandeep Dahiya said, “We‘re excited to tie-up with Global Fragrances, to enter yet another significant youth category – deodorants and EDTs. The launch of MTV range of DEOs and EDTs is in line with our plans to expand the MTV franchise across key youth categories.”
Global Fragrances managing director Somesh Choudhary added, “MTV is a cult brand that resonates strongly with the youth. Given our manufacturing and distribution capabilities, and MTV‘s creative strength, we‘re confident of this range doing exceptionally well.”
MTV recently announced its licensing tie-up with mens innerwear brand Crusoe for a range of co-branded innerwear. Apart from this, MTV consumer products today extends to more than 15 categories with innerwear, adventure bikes, footwear, lingerie, eye-wear, bags, stationery and paper, debit cards and mobile phones having collaborations with brands like Bwitch, Citibank, Firefox, Aureole-Inspecs, BILT, Lava, PLG, J K Ansell and Mochi.
Brands
ABD Maestro bags Distiller of the Year at Icons of Whisky India 2026
ARTHAUS campaign win adds sparkle as firm marks first anniversary
MUMBAI: ABD Maestro Pvt. Ltd., the super-premium and luxury spirits arm of Allied Blenders & Distillers, has been named Distiller of the Year at the Icons of Whisky India Awards 2026, capping off a milestone first year for the company.
The recognition comes as ABD Maestro completes one year of operations, having built a portfolio of ten brands across categories and expressions, in line with rising consumer appetite for premium, globally benchmarked spirits.
Held in Gurugram, the 15th edition of the Icons of Whisky Awards honoured excellence in innovation, craftsmanship and leadership across the whisky industry. ABD Maestro emerged as the only Indian company to win the title alongside six international players, underscoring its growing global standing.
Adding to the wins, ARTHAUS Blended Malt Scotch Whisky was awarded ‘Campaign Innovator of the Year’, highlighting its differentiated positioning and engagement strategy in India’s competitive premium Scotch segment.
ABD Maestro Pvt. Ltd. managing director Bikram Basu said, “India’s super premium whisky landscape is evolving fast with consumers showing a clear preference for globally benchmarked expressions. Being named ‘Distiller of the Year’ in our first year, and as the only Indian company recognised alongside international players, is a defining milestone.”
He added that the recognition reflects the strength of the company’s portfolio and its commitment to craftsmanship, innovation and quality.
The twin honours mark a strong start for ABD Maestro, reinforcing its ambition to shape India’s luxury spirits landscape while strengthening the country’s presence on the global whisky stage.
