MUMBAI: MTV India has tied up with Royal Philips Electronics, to carry out the �Philips & MTV Go Gear Mp3 Challenge' - an initiative to promote the exciting range of Philips MP3 players of CAM, MUSE and ARIAZ in colleges across India. The event aims at giving today's youth the chance to enjoy their favorite music on-the-go, making their daily commute more fun & relaxing!

The challenge is being spread across the 5 metros - Delhi, Mumbai, Bangalore, Kolkata & Chennai, where students are being welcomed with cool kiosks that resemble snazzy blue bus-stands in their very own campuses. Here, they get a chance to sample the Philips MP3 players and enjoy a mind-blowing audio experience... for free! Next, the students will get to participate in the �Philips & MTV Go Gear Mp3 Challenge', which will take place in the Go Gear Listening booths also placed on campus. They will have to sing their favorite songs right there, where they will be judged by the vivacious MTV VJ Bani J, with a chance to win amazing Philips MP3 players! Students can also enter the challenge online by visiting the official MTV Facebook page, where they will find an application which allows them to upload videos of them singing their favorite songs and the person with the best video wins awesome Philips MP3 players. You can also catch the �Philips & MTV Go Gear Mp3 Challenge' on air, where your favorite MTV VJ's Nikhil, Jose & Bani J will give you event & contest details. All this & more can also be found on www.mtvindia.com

Says Aditya Swamy, Channel Head – MTV India, The core of MTV is music and young people. What can be better than giving these young people a superior music experience. Our partnership with Phillips is just that and is one that works excellently for both partners. It leverages our strength beyond the TV business and shows the capability of our teams in pulling off show large scale ground activation programs as well....

Adds Amit Tiwari, General Manager & Country Head, Media, Philips, This was a great showcase  of delivering tangible value through connecting all the desired touch points for the TG  such as Offline , online and on ground activations through  Sharp and Incisive consumer understanding and planning.... Our range of MP3 players are extremely hip & happening, and totally perfect for the fast-paced lifestyle of today's youth. We cannot think of a better channel than tying up with MTV to reach out to our target youth audience to promote our trendy range of MP3 players. This is actually a brilliant example of both bought and earned media at work...

Here's to more active engagement with the student population across India, along with giving them a chance to sample cool merchandise & have loads of fun!