MUMBAI: Provider of free mobile entertainment for consumers Mywaves has inked a partnership with Mukta Arts to deliver trailers, behind the scenes interviews, music videos and outtakes of its films, including that of Yuvvraaj at www.mywaves.com/msite/yuvvraaj.

In addition to featuring Mukta Arts video content on mywaves, the Bollywood studio will also kick off an innovative mobile marketing campaign to support Yuvvraaj’s worldwide release that will leverage mywaves’ advertising platform. Starting today, Mukta Arts is using mywaves "click to download" advertising unit to help users get free Yuvvraaj wallpapers for their phones.

"Bollywood entertainment has global appeal and we’re thrilled to be able to deliver to our users some of the most exciting video and music coming out of India. Our partnership will enable Mukta Arts to reach millions of Bollywood fans and mywaves users from around the world who love to watch this form of entertainment on their mobile phones," said Mywaves CEO and founder Rajeev Raman.

"Most of our audience worldwide use their mobile phones before anything else, and partnering with mywaves to promote the movie and provide fans with more content made perfect sense," said Mukta Arts marketing executive Amit Desai.

Mukta Arts will offer several channels on mywaves featuring content and music videos from their top films, reaching people all over the world who are searching for this free content on their phones. Mukta Arts channels on mywaves will include channels for movies including: Yuvvraaj, Black & White, Valu, Hello Darling, Right Yaaa Wrong and Paying Guests and actors such as Salman Khan, Anil Kapoor, Zayed Khan, Katrina Kaif, Sunny Deol and others.

Yuvvraaj releases worldwide on 21 November and is directed by Subhash Ghai. It stars Salman Khan, Anil Kapoor, Zayed Khan and Katrina Kaif. It has music by AR Rahman.