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.
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.
