DIGITAL CONVERGENCE

Bollywood Flick Yuvvraaj will Ride mywaves

A free mobile entertainment service mywaves has entered Bollywood (a loose term for Mumbai-based Indian film industry) by signing a deal with Mukta Arts, a leading film studio. The partnership will include mobile marketing and deliver trailers, interviews, music videos, and outtakes of its films, including Mukta Arts' latest film, Yuvvraaj. 

Mukta Arts is using mywaves "click to download" advertising unit to help users get free Yuvvraaj wallpapers for their phones. 

"Bollywood entertainment has global appeal and we're thrilled to be able to deliver to our users some of the most exciting video and music coming out of India," said Rajeev Raman, mywaves CEO and founder. "Our partnership will enable Mukta Arts to reach millions of Bollywood fans and mywaves users from around the world who love to watch this form of entertainment on their mobile phones." 

"Most of our audience worldwide use their mobile phones before anything else, and partnering with mywaves to promote the movie and provide fans with more content made perfect sense," said Amit Desai, marketing executive, Mukta Arts. 

According to mywaves, Mukta Arts will offer several channels on mywaves featuring content and music videos from their top films, reaching people all over the world who are searching for this free content on their phones.  

Mukta Arts channels on mywaves will include channels for movies including: "Yuvvraaj", "Black & White", "Valu", "Hello Darling", "Right Yaaa Wrong" and "Paying Guests" and actors such as Salman Khan, Anil Kapoor, Zayed Khan, Katrina Kaif, Sunny Deol, and others. 

"Yuvvraaj" is an upcoming Bollywood film created by Mukta Arts that will be released worldwide on Nov. 21, 2008. Starring Salman Khan, Anil Kapoor, Zayed Khan and Katrina Kaif, it is produced and directed by Subhash Ghai. 

Photo courtesy: Mukta Arts

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