Top Story


Home >> Digital >> Article

Micromax, MTV in deal to launch range of co-branded mobile handsets

Font Size   16
Micromax, MTV in deal to launch range of co-branded mobile handsets

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.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.