Micromax, MTV launch co-branded handsets

Micromax Informatics, a mobile handset manufacturer, and music channel MTV have entered into a licensing deal where Micromax will launch a range of MTV co-branded mobile handsets in the market.The first handset to enter the market is the Micromax MTV X360.
Speaking to Telecom Yatra, Sandeep Dahiya, vice president, consumer products and communications, Viacom18, said “The deal with Micromax is for one year and we will get all the royalty on the sales of the handset.” He further stated the first handset will cost Rs 4,999.
The co-branded mobile handset is a music-oriented handset. Dahiya said, “The handset will be available on GSM platform only and will have content from various MTV shows.” The content will be in the form of screensavers, wallpapers, ringtones and videos from shows such as MTV Bakra, One Tight Slap, Semi Girebal and Roadies.
The handset has an 8GB expandable memory, dual SIM, GPRS, multi format music support, universal headset jack and Bluetooth. Micromax MTV X360 will be promoted through a multimedia campaign comprising print, television, internet and on-ground activation. The handset maker has further stated in the release that along with MTV they have plans to promote Micromax MTV X360 in both conventional as well as unconventional media. However, a Micromax spokesperson was not available for comments.
Micromax has 23 domestic offices across the country and international offices in Hong Kong, USA and now in Dubai. The company is eying a turnover of Rs 1500 crore by the end of this fiscal year and Rs 3000 crore for the next year. Currently it is present in more than 40,000 stores across the country has plans have 70,000 operational stores in the coming year.
In a similar move, USA-based handset maker Motorola had co-branded its handsets with Italian sports car manufacturer Ferrari for the Indian market early this year.