Yash Raj Films has entered into a joint venture (JV) with Onyx Mobile, the Mumbai-based software company, As part of the JV, Onyx Mobile has developed user-friendly mobile properties for each of Yash Raj's recent movies, like Hum Tum, Dhoom, Veer Zaara, as well as its past hits.
An official communiqué stated that 'Dhoom' is the most downloaded film in the history of the Indian mobile business. To continue with the rocking concept of reaching out to the increasingly 'mobile' audience, Onyx has now come up with a Wireless Content Delivery Short Code 3366 and a web portal www.onyx3366.com, through which audience would get a first-hand information of forthcoming Yash Raj films.
To start with, 'Bunty Aur Babli' starring Amtiabh Bachchan, Abhishek Bachchan and Rani Mukerjee, will be right on your mobile screens through exclusive ring tones, wallpapers and will be downloadable either through the Short Code 3366 or access to the portal.
The launch of www.onyx3366.com is aimed to create a new online destination for the mobile customers who are looking for quality mobile properties. This portal currently has mobile content for over 30 Yash Raj releases and has major future plans for expansion in the wireless arena.
Onyx Mobile is headed by Rajan Patel, who besides being in the entertainment business for over a decade was also the A&R and Marketing Head (International) of BMG India. Onyx has created a lot of "firsts" in the mobile business. In November 2004, Onyx Mobile in conjunction with Reliance Infocomm distributed to 8.5 million mobile customers, a 'Veer Zaara Voice Message'. This was the first time in Bollywood, that a pre-recorded voice message of the film's leading stars Shah Rukh Khan and Preity Zinta reached out to fans inviting them to a Nation wide SMS contest.