Mumbai: MTV is launching a new show titled ?MTV Rush? on 15 July. The 13-part series will air every Sunday at 7 pm.

Produced by Milind Soman?s Face Entertainment in association with Bijoy Nambiar?s Getaway films, the show?s title sponsor is Vodafone. It is created by Nambiar (director of ?Shaitan?).

The story revolves around 12 characters and the one common string - a college festival. The film will roll out in 13 episodes and every episode will focus on one character. The series will see cameo appearance by popular faces like Pratik Babar, Shruti Hassan and Javed Jaffrey.

The show will provide a dose of entertainment, drama, action and some nail biting moments.

MTV India EVP and business head Aditya Swamy said, ?MTV Rush is a fresh concept and will be relayed as a 13 part series. We are very lucky to have one of Bollywood?s new age and very talented Directors, Bejoy Nambiar associated with the series. One must see the movie to believe how he can weave 12 different stories into one smashing narrative.?

Nambiar said, ?Rush to me is a visual trip that significantly portrays the lives of 12 characters over a period of 48 hours. Set against the backdrop of a college fest, the concept goes beyond just stories, it is the rush of life changing incidents, harsh realities and crazy moments...it?s not just a show, it?s going to be the trip of your life.?

Vodafone India senior VP brand communication and insights Anuradha Agarwal said, ?Vodafone MTV Rush promises to be a one of its kind show on Indian television and we are happy to partner the brand new concept.?