MUMBAI: People Infocom’s Mauj has tied up with Ram Gopal Verma and Adlabs Films for the mobile content of Ram Gopal Varma Ki Aag. The cast and crew including Amitabh Bachchan, Ajay Devgan, Sushmita Sen, Nisha Kothari, Prashant Raj, Ram Gopal Varma and executive producer Pravin Nicshol were present at the launch.

While Bachchan launched the games, Devgan launched the ringtones of the movie. Besides the game and ringtones, audio-visual promos of the film too are available for download.

Bachchan said, “It’s encouraging seeing how the industry is evolving due to its openness to the latest technology. RGV Ki Aag is very special to me and essaying the role of Babban has been a challenge. I hope that the character of Babban will form a long lasting impression in the minds of the audience and the products and content developed by Mauj will go a long way in helping keep Babban alive in the collective consciousness of India. My personal favourite ringtone would have to be Mehbooba.”

Varma had earlier too tied up with Mauj during the release of Sarkar. “Mobiles have become more than just a means of communication. They have become entertainment consoles for millions of people in India. With the content developed by Mauj, the characters of Ram Gopal Varma Ki Aag will come alive in the hands of the audience and such innovative promotions are a part of our promotional strategy,” Varma said.

Commenting on the tie up, People Group chairman and managing director Anupam Mittal added, “Bollywood remains the most popular source of entertainment in India, and hence we are working towards bringing an increased number of Bollywood content and new products to our consumers. This tie-up with Ram Gopal Varma and Adlabs is an apt vehicle to drive our objective and further highlights our commitment to the consumer. We are honoured to announce such innovations via RGV Ki Aag.”