MUMBAI: Viacom Brand Solutions, MTV’s marketing vehicle, has signed up with Vodafone to provide customised integrated marketing solutions targeted at the youth. MTV will create unique interactive content that will play out across the screens of Vodafone subscribers over the next 12 months. They will also roll out innovative consumer activation programs using music as the underlying theme.

MTV has launched a series of animated music videos featuring a band Konees. With proprietary music and lyrics, this is one of a 12-part series that will be played out over the next year, only on MTV.

Vodafone will make this content available to its customers in the form of ringtones, caller tunes, screensavers and wallpapers on Vodafone live!

MTV India vice president ad sales & 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. Watch this space for lots more ‘firsts’.”

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.”