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MUMBAI: Micromax Informatics Limited (Micromax), the leading Indian mobile handset manufacturer and MTV, the leading multimedia youth brand, today announced their licensing deal, a first of its kind in the mobile handsets market in India. As part of the licensing deal, Micromax will launch a range of MTV co-branded mobile handsets in the market. The first such co-branded mobile phone to hit the market will be the ‘Micromax MTV X360‘, India‘s first truly complete music phone. The phone was unveiled in the press conference today by MTV VJs Rannvijay and Anusha, amidst a rocking performance by the rock band - ‘Saadhak‘.
Announcing the licensing agreement, Rahul Sharma, Executive Director, Micromax, said, "Our licensing deal with MTV is a unique initiative that is sure to change many a things in the Indian mobile handset industry. We‘re proud to partner with MTV, a brand that is synonymous with the youth and that continues to define and lead the young generation."
Speaking of the partnership, Sandeep Dahiya, Vice President - Consumer Products & Communications, Viacom18, said "Mobile phones are an extension of today‘s youth and it was only a matter of time before MTV entered this category. This partnership between MTV and Micromax is a potent combination that merges Micromax‘s expertise in product design, production and distribution with MTV‘s strengths in creativity, youth insights and marketing."
The first co-branded mobile handset to hit the market is ‘Micromax MTV X360‘ - a ‘music-oriented‘ handset that is set to revolutionize the music phones mobile market. A complete package for the Indian youth, ‘Micromax MTV X360‘ promises not just style but also superior sound quality. Powered by 3D sound surround by Yamaha & Wolfson, the X360 in its truest sense is ‘The Heavy Metal of Music‘. With its sleek look and steel finish, the ‘Micromax MTV X360‘ is affordably priced at Rs. 4999.
‘Micromax MTV X360‘ comes with numerous other features such as 8GB expandable memory, Dual SIM - Dual Standby, GPRS, Multi format Music support, Universal headset jack, Bluetooth and much more. ‘Micromax MTV X360‘ comes embedded with unique MTV content, featuring videos, ringtones, wallpapers and lots more from hit shows like Bakra, One Tight Slap, Semi Girebal and Roadies.
Commenting on ‘Micromax MTV X360‘, Rahul Sharma, said, "‘Micromax MTV X360‘ is a complete breakthrough in the industry, as it is a unique music mobile phone designed to change the music experience of today‘s youth. Micromax has worked with MTV seamlessly towards a truly shared vision, to develop one of the most stylish music phone for Indian market. We are confident that this association will take the music mobile phone segment to newer heights."
Speaking on ‘Micromax MTV X360‘, Sandeep added, "Today, when youth enjoys music on the go, it is handsets like ‘Micromax MTV X360‘ that will make that experience even more rockin!"
Talking about ‘Micromax MTV X360‘, MTV VJ Rannvijay said, "It‘s truly a remarkable piece of gadget. It not only looks great, but delivers on its promise of being the ‘hard rock of music."
According to MTV VJ Anusha, "I love sleek phones and it‘s unbelievable that ‘Micromax MTV X360‘ is power-packed with all possible features and yet looks and feels slim and stylish."
In days to come, ‘Micromax MTV X360‘ is going to be backed by a high-decibel, multimedia campaign comprising print, television, internet and on-ground activation. Said Radul Sharma, "Along with MTV we‘ve got plans to promote ‘Micromax MTV X360‘ in both conventional as well as unconventional media, in a manner that is both effective as well as refreshing."
