a simple user interface provided by Shemaroo, customers can
also search for a video through deity filters or on the basis
of parameters such as popularity, latest and user ratings.
The service can work as a guide towards helping customers
learn more on related informative videos such as how
to reach a particular shrine, prayer timings etc. Additionally,
Airtel mobile customers can also use this service to download
their favourite devotional wallpapers, animations and ringtones
from this WAP portal.
Entertainment Director Jai Maroo said, "Devotional content
on mobile has been always a popular category. There is a large
chunk of population who subscribe to it on their hand sets.
Airtel mDivine is one stop shop for Airtel mobile customers
to watch live feeds of their deities, share them with friends
or create their own playlists. As a content house, we are
constantly working with Airtel to bring in innovation in our
offerings and set new trends in the industry - and Airtel
mDivine is just another step in the direction."