Viacom18 Consumer Products to launch 'FLYP@MTV' cafe

The first cafe will be rolled out in New Delhi next month.

In an attempt to extend its youth brand MTV, Viacom18 Consumer Products, the consumer products arm of Viacom18, has in association with Funbars Hospitality, announced the launch of 'FLYP@MTV', a chain of experiential cafes, in various cities across the country.

Work. Chill. Play. Well, that's what MTV wants its patrons to do at FLYP@MTV cafe. The popular television channel, in an interesting deviation, intends to provide a progressive destination, a hub of sorts, where independent professionals, free thinkers and creative minds can interact.

FLYP@MTV is the first such chain of cafés to be launched with the aim to extend the channel's presence from the existing broadcast and digital space to an always on on-ground experience. It will provide its patrons the opportunity to experience MTV in its entirety and interact with it through engaging touch points at the café, specially curated entertainment, and an exclusive menu created by celebrity chef Ranveer Brar.

MTV has always been fun, irreverent and entertaining. FLYP@MTV, too, will be the same. It will serve as an exclusive place to work during the day, but transform into a place to relax in the evening, and a play zone at night.

FLYP@MTV will have the following features as part of the whole offering:

MTV Immersive Museum:

The MTV Virtual Museum will be for the customer, created to explore the world of MTV in years gone by through Oculus and Controllers. The customer can also select and play videos from the MTV Archive.

Book a Bakra:

To add to the fun and entertainment quotient, consumers can book pranks which can be recorded through hidden cameras and microphones. You can book your buddy for a hilarious Bakra, in MTV style.

Endless Shelf:

From MTV's varied merchandise items, one can view each item in the form augmented products on the shelf. Customers can select and buy different merchandise right through the endless virtual shelf.

Talent Record Room:

The Talent Record Room will be an MTV style recording studio for an audience which can sing. One can record songs and upload it after reviewing the audio and video files of the song. There will be headphones, touch-screens, microphones and cameras available for the same.

Glocal Food, Local Inspirations:

The café's culinary style hinges upon progressive Indian food -- local flavours presented in a global style created by celebrity chef Ranveer Brar.

Following the launch of the first café in New Delhi in December, 10 more cafes will be launched in the next five years, beginning with Mumbai and Bengaluru.

Speaking about exploring this space, Sudhanshu Vats, group CEO, Viacom18, says, "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."

Announcing the launch of the brand, Saugato Bhowmik, senior vice-president, consumer products, Viacom 18 Media, adds, "With FLYP@MTV, we are extending this iconic brand to create an always on on-ground offering which will let our consumers experience MTV in all its glory. FLYP@MTV is the beginning of a brand new chapter in the journey of MTV consumer products and we have found the perfect partners in Funbars Hospitality. We are excited about leading the change...so, here is a big shout to everyone to come hang out with us at FLYP@MTV for an endless enjoyable experience."

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."