“Recreate the country’s National Anthem, the youth way”:- First time ever a rock version of the Indian National Anthem was created to magnify feelings of patriotism among the youth on the Independence Day of India. The idea was targeted at the youth who wants to bring a change in and around him. He wants the freedom to share, connect and express himself anywhere, anytime. The concept was to bring together the strong sentiment of the National Anthem and youth’s adaptation of patriotism on the biggest youth platform in the country, MTV. To give uninterrupted expression to freedom, MTV & VH1 ran without commercials. The entire content revolved around building N96 proposition of “the power of expression”- now in your hand. The Rock Version of the National Anthem played across the day & the video was also available for download on mobile from Nokia shortcode 55555.

“Youth accepted this in a big way”:- “Rang De Basanti” managed to do with youth what millions of dollars of Youth Marketing spends could not. It touched the right nerve. Nokia N96 association did the same, creating a never before Youth Marketing template bringing the brand closer to the heart of youth. 200 thousand anthem downloads in a single day on Nokia 55555 symbolized that the Indian Youth celebrated their Independence Day truly "Their Way".