Micromax Informatics Ltd, a mobile handset manufacturer, and MTV have announced a strategic licensing deal. As part of this 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’, a complete music phone.
Micromax will provide pre-loaded MTV content in mobile phones like videos, ringtones, wallpapers and lots more. The content will range from classic MTV like the best of ‘MTV Bakra’, ‘One Tight Slap’ and ‘Semi Girebal’ to the most popular ‘high drama’ moments from the ‘Roadies’.
Sandeep Dahiya, Vice President – Consumer Products & Communications, Viacom18, said, “This is the first time that a channel has tied up with a mobile manufacturing company to provide exclusive content to its users. At present, the content is pre-loaded, but users will get more option of loading fresh content in the future. This is a very new concept.”
On the licensing deal with MTV, Rahul Sharma, Executive Director, Micromax, stated, “In this cluttered segment of mobile market, Micromax has been able to create a niche for itself. Innovation always works. Through this tie-up, we are giving our users more freedom with more content. We will keep on refreshing this content. We are proud to partner with MTV.”
These phones are priced in the range of Rs 3,000-Rs 7,000 and are targeted at youths in the 15-25 age group. A 360 degree campaign has been launched for the Micromax MTV X360, which will be backed by a high-decibel multimedia campaign comprising print, television, the Internet and on-ground activation.