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MTV India VP ad sales and marketing Aditya
Swamy said, "The Vodafone and MTV partnership
reflects the new age of marketing synergies.
Our understanding of what works with young
people combined with the power of brand Vodafone
gives us a platform to create unique multiplatform
content. With this, our consumers can stay
connected with both brands, wherever they
are - be it at home or on the go."
"Music
piracy is increasing and so we are planning
to create interactive content like Konees
with exclusive download rights to Vodafone,"
Swamy added.
Regarding animated content, Swamy said,
"Animation is hot with youth today,
which is our primary target audience. Crazy
Frog, which was a blockbuster, has led
us to think in this area."
MTV
has already created and launched a series
of animated music videos featuring the band
"Konees," showcasing the adventures
of a man, a woman and a pig.
Vodafone,
which will possess exclusive rights for
characters and the music videos, will make
this content available to its customers
in the form of ringtones, caller tunes,
screensavers and wallpapers on Vodafone
live.
Vodafone
Essar director (marketing and new business)
Harit Nagpal said, “Indian youth are
among the fastest in Asia to embrace digital
technology in order to express and connect
with multiple communities. MTV excels in
the language of music and youth speak, and
hence was our natural choice for this partnership.”
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