Tata Teleservices’ GSM services brand, Tata DOCOMO launched a new Reverse-Ring Back Tone VAS for its prepaid as well as postpaid subscribers allowing caller to hear tune of his choice instead of hearing the conventional ringing sound.

Announcing the launch of new service, Mr Gurinder Singh Sandhu, Head Marketing, Tata DOCOMO said, “With My Song, we have introduced yet another unique service which offers a refreshingly different telecom experience to Tata DOCOMO customers. When you make a call, you usually have to listen to someone's caller tune which might not be your taste. We believe My Song service is an extremely relevant & innovative offering that is in line with our aim of being THE refreshingly different brand in the telecom clutter. We have been doing it & we will keep doing the new. This launch is a breakthrough that adds an entertainment value and relevance to the task of waiting for a call to be answered.”

The service allows the user to set up three different songs for calling different people. Users will be charged 2 paise per second and the subscription charges will be Rs 15 for a period of 30 days for Rs 10 per song.

While Tata DOCOMO claims that this is the first-of-its kind service in India, Idea Cellular had launched similar service in Andhra Pradesh last week.