MUMBAI: Micromax Informatics Limited and MTV have inked a licensing deal. Micromax will launch a range of MTV co-branded mobile handsets in the market.  The first such co-branded mobile phone to hit the market will be the Micromax MTV X360.

Micromax executive director Rahul Sharma said, “Our licensing deal with MTV is a unique initiative that is sure to change many a things in the Indian mobile handset industry. We’re proud to partner with MTV, a brand that is synonymous with the youth and that continues to define and lead the young generation.”

Viacom18 vice president – consumer products & communications Sandeep Dahiya added, “Mobile phones are an extension of today’s youth and it was only a matter of time before MTV entered this category. This partnership between MTV and Micromax is a potent combination that merges Micromax’s expertise in product design, production and distribution with MTV’s strengths in creativity, youth insights and marketing.”

The first co-branded mobile handset to hit the market is ‘Micromax MTV X360’ – a ‘music-oriented’ handset. The X360 is powered by 3D sound surround by Yamaha & Wolfson and is priced at Rs 4999.

Sharma, said, “Micromax MTV X360 is a complete breakthrough in the industry, as it is a unique music mobile phone designed to change the music experience of today’s youth. Micromax has worked with MTV seamlessly towards a truly shared vision, to develop one of the most stylish music phone for Indian market. We are confident that this association will take the music mobile phone segment to newer heights.”