MUMBAI: Radio Mirchi 98.3FM and Sony Ericsson have launched the Music Buddy Hunt with an objective of spreading the message – "All differences disappear when you share music."

This initiative aims to connect people through music and winners would get a chance to co-host a show on Radio Mirchi, be the face of Sony Ericsson W595 print ads in their city and also get a chance to win the Sony Ericsson W595 Walkman phone.

Initiated on 30 January, Music Buddy Hunt will go on for a month, which would encompass several rounds of screening to identify the winning pair from across eight Indian cities.

Mirchi Activation executive vice president Anand Parameswaran said, "Music is the life and soul of youth – and it is one element that can dissolve differences, break barriers and bring people together. Radio Mirchi’s "Music Buddy" is an initiative to get the youth of our country to come together through music. The plan is to extensively promote and take the property to youth across eight cities."

MEC general manager Ashish Bhatnagar added, "It is about exploiting music as a potent touch point for youth. The brand (SE W595) sets out to establish the power of music and how it can promote sharing. The challenge was to ride on a property which recognized this power and also to actively engage the youth with an integrated communication. Music Buddy, as a property, takes a 360 degree approach capturing the essence of sharing while keeping music at the forefront."

"As a company which pioneered mobile music in the country, Music Buddy is an endeavor to bring together people from all walks of life. Music is therapeutic and all differences do disappear when you share music. Sony Ericsson W595 has been launched on this premise with the aim to provide a new meaning to music sharing. With dual headphones jack, stereo speaker and in-built YouTube, sharing music will surely never be the same again," said Sony Ericsson general manager Sudhin Mathur.