MAM
Firefox and MTV launch new co-branded adventure bikes
MUMBAI: MTV, the youth entertainment channel, in association with Firefox Bikes, has launched a new range of co-branded adventure bikes.
With this launch, MTV Consumer Products have extended into more than 16 categories like eye-wear, bags, stationery and paper, debit cards, mobile phones, bed-linen and helmets.
The Firefox MTV bike models include the 24″ Thor, 26″ Smoke, Dirt and Hades. The range is priced between Rs 10,000 to Rs 16,000 and targets youngsters.
Firefox Bikes managing director Shiv Inder Singh said, “Extending our lineage of high-end bikes this time in collaboration with MTV will certainly expand our market share; as MTV enjoys huge brand loyalty amongst the youth. These new bikes have specially been designed keeping in mind the generation next.”
Viacom18 senior VP – consumer products Sandeep Dahiya added, “We‘re delighted to partner with Firefox, to launch MTV range of adventure bikes in India – a range that is as flamboyant in design as it is unique in functionality. The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that.”
Firefox Bikes has over 90 exclusive bike stations across Indian cities and one in Bhutan. It has also introduced the Trek Bikes (USA) to India as exclusive distributors.
MTV Consumer Products‘ key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and ‘Mochi – The Shoe Shoppe‘.
MAM
Ad veteran Amitabha Lahiri passes away; led MASH Advertising as CEO
Industry remembers seasoned leader who shaped brands across top agencies
NEW DELHI: Amitabha Lahiri, a seasoned name in India’s advertising industry and chief executive officer of MASH Advertising, has passed away, according to media reports.
Lahiri brought with him over three decades of experience across some of the country’s most prominent agencies, carving a reputation for building brands and businesses with equal ease. At MASH Advertising, a unit of Percept Ltd, he played a key role in shaping the agency’s direction and growth since its inception.
He joined the Percept group in 2007 as senior vice president at Hakuhodo Percept and was later elevated to chief operating officer. He eventually went on to lead MASH India as chief executive, steering the agency through its formative years and positioning it as a creative and strategic player in the market.
Before his stint with Percept, Lahiri held leadership roles across leading global networks. He served as vice president at Dentsu Marcom and JWT, and earlier as vice president and branch head at Everest Brand Solutions in Delhi. His career also included significant tenures at McCann Worldgroup, Lowe Lintas and Leo Burnett, where he honed his expertise in account management and brand strategy.
Colleagues and industry peers remember Lahiri as a steady hand in a fast-changing business, someone who combined creative instinct with sharp commercial understanding. His journey from early roles in Mumbai’s advertising scene to leading agencies in Delhi reflects the evolution of India’s ad industry itself.
His passing marks the loss of a veteran who helped shape campaigns, teams and agencies across decades. As the industry continues to evolve, Lahiri’s legacy will endure in the many brands he influenced and the professionals he mentored along the way.
