After a 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.
This exclusive apparel range will retail in 131 Provogue outlets across the country.
Akash Chawla, Head - Marketing, National Channels, Zee Entertainment Enterprises Ltd (ZEEL), said: "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.'
Speaking on this occasion, Nikhil Chaturvedi, MD, Provogue said, "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."