Caller Tune goes viral in India

What a way to put ringback tones onto the map

we think this is tamannah bhatia

A chance remark made by OnMobile‘s Florent Stroppa during his chat with us has led GoMo News to discover that ringback tones [RBTs] have recently gone viral in India. Probably because this type of  service is known by the far more sensible name of ‘caller tune’ rather than RBT. There’s actually a smash hit song called Caller Tune and is sung by Neeraj Shridhar and Neeti Mohan. Better still has been created for a Bollywood movie – Humshakals. What a way to put RBTs onto the map.

From a promotional perspective what could be better than having Saif Ali Khan, a very famous Indian film actor and  Tamannah Bhatia, a very famous actress acting as the song’s singers in the movie/promo video?

All very good news for OnMobile which assures us that it has signed three out of the four top Indian mobile network operators [MNOs] – it’s just that they haven’t got permission to say which three.

The best bit is that the lyrics actually start with the words “Make me your caller tune, my love.”

Well, at least we think that’s what “Mujhe apni bana le caller tune, soniye” means in English. Check out the full lyrics here.

Given that the major problem with ringback tones is that consumers don’t know what they are, having a song instruct a lover to find out how to install one is absolutely brilliant marketing.

Sadly here (Just outside London where the first scenes for the promo video appear to have been shot), we can’t get ringback tones working at present.

We’ll have to take this up with Muzicall which operates the Ringtagz service which Orange and T-Mobile (and therefore EE) use instead of OnMobile.

Here at GoMo Towers, we were kind of hoping that Neeraj Shridhar and Neeti Mohan might be appearing at England’s WOMAD Charlton Park world music festival.

We checked out the current artist line-up here but the only big Indian music start playing appears to be Salim-Sulaimana.

The YouTube promo video for Caller Tune is below.

About Tony Dennis

Tony is currently Editor of GoMobile News. He's a veteran telecoms journalist who has previously worked for major printed and online titles. Follow him on Twitter @GoMoTweet.
This article was published in Mobile Content, Mobile Operators, Ringback tone and tagged , , , , , , , . Bookmark the permalink.

One Response to Caller Tune goes viral in India

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