Zee TV has entered into a merchandising and licensing deal with lifestyle and fashion brand Provogue for an apparel range, dedicated to its singing reality show – Sa Re Ga Ma Pa.
The channel has been trying many such “innovative” deals to build and promote its brands offline. Recently, it had collaborated with sportswear brand, Reebok for the Dance India Dance apparel range. Before this Zee TC had organised Grand Carnival and showcased Dance Mobs during the launch of Dance India Dance Season 3.
Akash Chawla, Head - Marketing, National Channels, ZEEL, said, “We are 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.”
The association with Provogue is for exclusive clothing line to the first-ever musical talent hunt show on Indian television, which is in its 18th year now. This apparel range will retail in 131 Provogue outlets across the country.
“Our partnership with Provogue has led to building an even stronger relationship with our viewer base. 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,” Chawla added.
