MUMBAI: Yash Raj Films has formed a joint venture with Mumbai based software company, Onyx Mobile, in developing mobile solutions and creating wireless entertainment opportunities.

Onyx had been the exclusive worldwide licensee of Yash Raj’s mobile content since September 2003 and has successfully developed mobile properties for Hum Tum, Dhoom, Veer Zaara and Yash Raj’s library of over 30 films, says an official release.
 

The company has launched the Short Code 3366 and the portal www.onyx3366.com with exclusive mobile content of the upcoming film Bunty Aur Babli. The customers will be able to download exclusive ringtones, wallpapers, etc only via Short Code 3366 and the portal.

The portal currently has mobile content for all 30 plus Yash Raj releases and has major plans for future expansion in the Wireless Arena, says the release.
 
 

In November 2004, Onyx Mobile in conjunction with Reliance Infocomm distributed to 8.5 million mobile customers a Veer Zaara Voice Message, states the media release.

This was the first time in Bollywood, that pre-recorded voice message of stars such as Shah Rukh Khan and Preity Zinta reached fans inviting them to a nation wide SMS contest.