NEW DELHI, INDIA: Mobile handset manufacturer Micromax Informatics Limited (Micromax), today announced a licensing deal with MTV, the leading multimedia youth brand, to launch a range of MTV co-branded mobile handsets in the Indian market.

While announcing the deal here today, Micromax and MTV said this is the first-of-its-kind deal in the mobile handsets market in India. The co-branded mobile phone to hit the market will be called ‘Micromax MTV X360’.

The phone was unveiled by MTV VJs Rannvijay and Anusha, amidst a performance by the rock band - ‘Saadhak’.
Announcing the licensing agreement, Rahul Sharma, executive director, Micromax, said the licensing deal with MTV is a unique initiative that is sure to change many a thing 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,” he added.

Rahul Sharma also said Micromax is developing mosquito repellent phones for India market and it will be launched in 2010.

“It will be truly a roady phone. It will create a sound at certain frequency which will irritate mosquito and repel them. The phone is under development and will be among five phones that are to be launched in MTV range,” said Rahul Sharma.

Speaking of the partnership, Sandeep Dahiya, vice president – Consumer Products and Communications, Viacom18, obseerved that 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,” he said, adding that MTV will get royalty on each mobile phone that will be sold in this range.

The first co-branded mobile handset to hit the market is ‘Micromax MTV X360’ – a ‘music-oriented’ handset, which promises “not just style but also superior sound quality”.

Powered by 3D sound surround by Yamaha & Wolfson, the X360 is priced at Rs.. 4999. Micromax said the new model is, in its truest sense, ‘The Heavy Metal of Music’. The handset comes with features such as 8GB expandable memory, Dual SIM - Dual Standby, GPRS, Multi format Music support, Universal headset jack, Bluetooth etc.

It 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, said Micromax.