Vodafone Essar and ENIL’s Radio Mirchi announced the launch of a new service branded as Vodafone Mirchi Callertune service which allows users to download songs run on the radio channel and set them as their caller tune. The songs can be used as Caller Ring Back Tones and opens a new avenue for revenue generation for the operator as well as the FM radio service provider.

The service is available in 32 cities of the country where Radio Mirchi services are presently operational. Subscribers of Vodafone need to dial 5-983-XYZ (where 983 is the Mirchi frequency and XYZ is the individual city code) and download songs. For instance Mumbai subscribers need to dial 5-983-22.

Prashant Panday, CEO, ENIL said – “Radio Mirchi is the country’s favorite radio station because we have always been focused on listening to our listeners– be it for our music or for our other content. With Vodafone Mirchi Caller Tunes, we have made the downloading of caller tunes extremely easy and simple. Our patented technology has enabled us to do this. We, along with our partners – Vodafone are extremely excited about this new technology and believe that the simplicity of the service will find a lot of users.

Kumar Ramanathan, Chief Marketing Officer, Vodafone Essar further added “Vodafone Mirchi Caller Tune is an innovative concept which offers our customers absolute ease and convenience of downloading their favorite caller tunes even as they are listening to it on the radio. We are committed to use innovation and simplicity to similarly empower our customers in the future as well.”