MUMBAI: India is all set to reverberate to the roller-coaster music of "Mr. Boombastic" as he raps the country with his reggae hits. DNA Networks today announced that promotions were heating up for the much-awaited concerts by Shaggy, who along with his 17 member troupe, will be performing at Mumbai and Delhi.

Shaggy will perform in New Delhi on 1 October at the Dilli Haat Grounds, Pitampura and at the Bandra Kurla Complex in Mumbai on 3 October. The Shaggy Lucky Day Live concerts have Nokia, Headlines Today and Pepsi as some of its sponsors.

As the media partner for the concert, Headlines Today has implemented a number of programming initiatives around Shaggy. The channel will air an in-depth interview with Shaggy as well as telecast a couple of songs during the concert along with exclusive backstage coverage.

The 10-day 'Shaggadelic' contest is based on a simple question about Shaggy and is already underway. On the other hand, the 'Shaggadelic' Music Vote, which start from Saturday, comprises three select songs by Shaggy which would be put to a week-long voting by the viewers.

Based on the channel's 2424 SMS platform, these contests will complement the programming line-up around Shaggy. Winners will be given prizes ranging from tickets to the concert, to various memorabilia associated with the singer.

Also, Nokia, who is bringing Shaggy to India, has created a slick and aspirational limited edition mobile phone offer with Shaggy merchandise. The 322i phone that comes in this promotion has been a hit with the youth. In Mumbai and Delhi, the Hutch Network will offer downloads of Shaggy images for wallpapers and screen savers including ring tones and other mobile applications.

The 'Pepsi Magic on Wheels' is visiting all the youth hangouts, wherein a unique mobile LED screen is being showcased to project popular Shaggy videos and also give away merchandise with opportunities for consumers to win tickets to the show.

The recently concluded Shaggy contest by Romanov was a great hit with the youth, where consumers got to win tickets and cool merchandise for the concerts. DNA Networks MD T Venkat Vardhan said, "With all promotions going on simultaneously, all the road shows will surely lead way for Shaggy fans and the Reggae music lovers to attend the concert in large numbers. DNA, known for bringing in almost all of the international stars that have visited India, is pulling out all stops in Mumbai and Delhi to make the Shaggy concert memorable."

The live performance will feature not only Shaggy's super hits from the last decade but also new songs like Hotshot, Luv Me, Luv Me and Get My Party On, which have only bolstered his reputation as reggae's tongue-in-cheek bad boy with lyrics that are sure to move the audience into an irresistible groove.

The ticket for the concert can be purchased at Nokia Priority Dealers, all Planet M outlets and also through a special offer on Times Card.