The E 398, to be launched in Mumbai tomorrow, claims to be the first cellphone in the country with 3D surround sound, enabling users to carry their personalised playlists on the music player integrated in the phone.

EMI will also produce a music video on the Chhaiya Chhaiya remix, which forms part of the TVC, which will be aired on music channels, to add to the recall value of the E398, although Motorola marketing manager Pramit Bhargava admits that restrictions on overt branding in music videos will not allow them to feature the cellphone in the video.

While the E398 incorporates MTV wallpapers and screensavers, Bhargava says a global alliance with the music channel major will also see further future collaborations with the handset manufacturer. A similar global alliance exists with music label BMG too, he says.

The marketing and promo plans envisaged by Motorola include print, outdoor, radio and cinema halls and a vast range of sampling through an innovative retail marketing strategy, says Bhargava.