The multi city press and channel launch of X8, Yendo and Cedar phones from Sony Ericsson was conceptualized and implemented with an objective to introduce new range of phones. In each city of launch, we organized a formal press launch where the Marketing Head of Sony Ericsson India, interacted with media. Channel launch took place on the same day in the evening where the dealers were given live demonstrations of the mobile phones and a lucky draw contest was organized. The event distributors were amused through thrilling group dance performance by endowed dancers.