Wrapp'd by MTV is a new exclusive collection of towels created by the company following a deal with Portico India at Gold's Gym.
Positioned as the 'towels for the warrior in you', a TV campaign for Wrapp'd by MTV launched last week and will run over the next four weeks.
The designs on the towels are inspired by an array of youth interests such as tattoos, gadgets, fashion, skulls and skeletons.
"With Wrapp'd by MTV, we're confident of redefining the towel market in India - that of moving from colour-led options to design-led options," said Rajiv Merchant, CEO of Creative Portico India. "We partnered with Portico and launched MTV's range of bed linen - Laid by MTV - last year, which was a sell out range. We're confident that Wrapp'd by MTV will be lapped up from the shelves even sooner."
As part of the launch, Gold's Gym also held a MTV fitness challenge. Members were put through a round of vigorous exercises to test their stamina, strength and flexibility.