BANGALORE:  The Virgin Mobile 24X7 Rockathon successfully completed 100 hours of continuous live music performance at 3:00 pm on Friday. The Rockathon ended with  Raghu Dixit's popular fare of Hindi and Kannada music. The 100 hour concert was organised to celebrate Virgin Mobile's new music phone vJazz.

Over the last five days, Virgin Mobile, in collaboration with Planet M, had performances by close to 50 music bands from across the nation at Planet M's flagship store in Bangalore.

The Rockathon attempted three Limca Book of Records (Limca) records: first ever 100 hours of continuous live music festival; longgest webcast of a live music performance; and the longest live music audio cast on a mobile phone. Official confirmations of the records are expected from Limca, which may take some time, according to Virgin Mobile CEO M A Madhusudan.

The event website www.rockathon.in clocked over 600,000 minutes of video viewing of live webcast by online visitors, while Planet M's Brigade Road outlet had 11,919 walk-ins during the course of the Rockathon according to Virgin Mobile and Planet M sources. The concert will be available on the event website for the next fifteen days.

Unlike other mobile players, we are not in the numbers game. Our purpose is to address the youth segment, we want to make it the favourite brand of the youth in India, and most of our subscribers are under 30 years of age,... revealed Madhusudan, who is heartened by the result of the Rockathon in Bangalore and is considering taking it to other cities in India.

Planet M has got into the mobile space because music and entertainment are fast converging around the mobile, which is no longer just a productivity tool,... said Plant M Retail Ltd., CEO Subir Gosh.

A Time Capsule with memorabilia from the audience and participating band members along with a Les Paul Guitar donated by Gibson Guitar (The US based manufacturer of acoustic and electric guitars) will be sealed to mark the completion of this historic event. This time capsule is expected to be opened after a decade. All those who contributed their memorabilia will be invited to attend this opening ceremony.

Bates 141 handles the creative duties and Mindshare the media buying for Virgin Mobile.