MUMBAI: Actor Sameera Reddy will offer exclusive personalised mobile value added service (VAS) content to Mauj, the flagship brand of People Infocom.

The content offered includes wallpapers, mobile themes, alarm tones, songs, SMS tones and animations, all featuring Reddy and her voice, alerting the user. The same will be made available at Essar groups’ The Mobile Store. A special Sameera Reddy mobile assistant feature will be available. This featured content, offered at Rs 50, will include three wallpapers, two animations, two alarm tones, two SMS tones and three songs.

Essar Telecom Retail Ltd CEO Rajiv Agarwal said, “Bollywood VAS services are extremely popular amongst the masses and this tie up with mauj will certainly drive foorfalls at the retail outlets.”

Adds Reddy, “This is a Rs 3000 crores market with an estimated growth of 60 per cent and I definitely want a part of that.”

VAS in this medium accounts for nearly 15 to 20 per cent of the revenue. Mauj is also planning similar alliances with other Bollywood personalities.