Music channel MTV to launch 'FLYP@MTV' cafe
Dated: November 25, 2015
Music channel MTV India, operated by Viacom 18 Media Pvt. Ltd, is the latest debutant to the country’s growing cafe and bar segment with FLYP@MTV. Viacom 18, the company that also operates Hindi general entertainment channel Colors, English entertainment channel Colors Infinity, English music channel VH1 and Viacom 18 Motion Pictures, is set to launch its own brand of MTV cafes in the country through the franchise route in December.
"We, at Viacom18, identify the opportunity to create tangible touch points for our consumers through live events, online offerings and consumer products where we exist in over 50 categories. A café is yet another ecosystem that we, in partnership with Funbars, are creating as an extension of our iconic youth brand MTV. The launch of FLYP@MTV is a move that further strengthens Viacom18's bouquet of varied offerings. It is about creating an interactive and engaging atmosphere wherein youngsters can interact to work, socialise and party together. The café will continue to set and fuel trends for our young consumers, just the way MTV does." Said Sudhanshu Vats, group CEO, Viacom18.
The first cafe will come up in Connaught Place in New Delhi, to be followed by other metros. The cafes will be launched in association with Funbars Hospitality Pvt. Ltd, the master licensee for five years. Viacom18 Consumer Products, an arm of Viacom18, plans to launch 10 such cafes in the next five years, with an average investment of Rs.7-10 crore per cafe, which will be put up by Funbars.
Viraj Lamba, head of business division and co-promoter, Funbars Hospitality, says, "FLYP is an initiative by Funbars and MTV that aims to give the new urban youth a significant interaction with the brand. Tapping into the pulsating, dynamic and fresh youth culture, FLYP@MTV is designed to bring together the vibrant potential of young India. Each element in the café gets its inspiration from various themes associated with MTV. Our aim is to make FLYP@MTV a cult hangout destination across the country. With exclusively designed entertainment, a bespoke menu by celebrity chef Ranveer Brar and engaging touch points using cutting edge technology, FLYP@MTV is sure to capture the attention of the youth across the nation."