MUMBAI: Vh1 and Nokia will partner to launch ‘Shot by You‘ an initiative which will see the creation of a music video with ‘User-Generated-Content‘.

The music video for Indian contemporary rock band Pentagram‘s single ‘Voice‘ will be created using video clips sent in by Nokia consumers. This is bound to push ‘user interactivity‘ into the mainstream media. The music video would be made for Pentagram‘s latest album, ‘It‘s OK. It‘s All Good‘.

Commenting on the partnership, MTVN India managing director Amit Jain said, "This partnership with Nokia best exemplifies ‘Viacom Brand Solutions‘, our approach that goes beyond traditional advertising or sponsorship and focuses on providing innovative marketing solutions to our key clients and brands."

He further added, "We‘re happy that in Nokia we‘ve found a partner who is willing to take the leap of faith and associate itself with a ground breaking concept that takes their approach of ‘connecting people‘ even further."

Nokia consumers are invited to listen to the latest track by Pentagram - ‘Voice‘ posted online on www.nokia.co.in, and use their camera phones or video recording devices to shoot video footage that they believe is most appropriate for the sound track and send them to Vh1. The most relevant of the video clips would be selected and integrated by Vh1 to create the music video, which will be launched exclusively on Vh1 in March 2007.

Starting February, Vh1 and Nokia will launch a nation-wide campaign to promote the concept across multiple platforms. The promos of the concept will be seen on Vh1, followed by multi-city ground activation.

Talking about the Nokia initiative Nokia India director marketing Devinder Kishore said "Nokia‘s association with VH1 is an extension of our ‘Music Connects‘ theme, aimed at giving young talent an opportunity to express their creativity with the fusion of music and technology ".

Kishore further added, "With the power of mobility, music enthusiasts will surely have an interesting experience by capturing, sharing and editing their interpretations and creating a video of Pentagram‘s chart topping soundtrack."

Lead singer of Pentagram Vishal Dadlani says, "It‘s a great way to get our people directly involved with the music, and also, hopefully, to include a wider-than-usual audience. So many thanks to both Nokia and Vh1."