India, 26 November 2012: After a very successful collaboration with sportswear brand, Reebok on the Dance India Dance apparel range, Zee TV has announced its latest merchandising and licensing deal with fashion powerhouse, Provogue. Zee TV has created many iconic brands over the last 20 years and licensing has become an integral form of marketing and brand extension. The association with Provogue for its music reality show, 'Hero Sa Re Ga Ma Pa 2012' takes its merchandising and licensing initiatives to an all new level. The exclusive clothing line was showcased at the Provogue store in Infinity Mall, Mumbai with Arshpreet, Jasraj and Padmanav from Zee TV's 'Sa Re Ga Ma Pa 2012' enthralling the audiences with their spectacular performances and a ramp walk by well-known models.
Provogue is the official wardrobe partner to the first-ever musical talent hunt show on Indian television. Celebrating the success and grandeur of 'Sa Re Ga Ma Pa 2012', Provogue has designed a clothing line that reflects the multi-faceted persona and panache of the contestants. Just as Zee TV has always put the spotlight on young singing, acting and dancing talent, Provogue has acknowledged and lent the much needed support and awarded deserving talent over the years. This exclusive apparel range will retail in 131 Provogue outlets across the country.
Mr. Akash Chawla, Head - Marketing, National Channels, ZEEL, says "'Sa Re Ga Ma Pa' is a cult programme on Indian television which, over the last 18 years, has generated a huge following. The programme is iconic in its appeal. Our partnership with Provogue has led to building an even stronger relationship with our viewer base. With unmatchable quality and unique variety, Provogue's new line provides its customers a choice that is an ideal brand extension. The contestants are already known for their distinct vocal styles and now, wearing Provogue's collection will only add to their personality making them fashion icons as well.'
"We are also constantly seeking out varied and innovative product extensions that match our brand identity. These partnerships are an essential part of the business in both producing revenue and reinforcing a sense of fan identity and belonging. This will enable us to extend our brands into new product categories to drive strategic growth for the brand," he adds.
Speaking on this occasion, Mr. Nikhil Chaturvedi, MD, Provogue said, "These young talent epitomize the inspirational modern India. They are achievers and have a bright future ahead of them and a will to win. The collection is specially designed for the 'Sa Re Ga Ma Pa 2012' contestants keeping in mind their personalities and also the fact that these youngsters are the face and voice of the nation. Provogue recognizes this and would like to support their talent by styling them and instilling the much needed confidence in the contestants."