MUMBAI: Radio Mirchi and Sony Ericsson have together launched a �Music Buddy Hunt', an initiative that aims to connect people through music.

The winners would get a chance to co-host a show on Radio Mirchi, be the face of Sony Ericsson W595 print advertisements in their city and also get a chance to win the Sony Ericsson W595 Walkman phone.

Initiated on 30 January, Music Buddy Hunt plans to go on for a month which would encompass several rounds of screening to identify the winning pair from across eight cities in India. This activity would bring together people from all walks of life; the activity would happen across 10 colleges and various hotspots in each city.

Talking about the initiative,  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 8 cities" 

Adds MEC general manager Ashish Bhatnagar, 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....