MUMBAI: Shemaroo Entertainment has inked a strategic alliance with mobile video platform company 123on.

123on is popularizing a new and more valuable form of mobile videos for users through which one can not only watch a video but also play with it creatively. A wide catalogue of Bollywood songs, devotional content and regional videos will be available for the consumer to download on their handsets.

123on is an international phone app that can be downloaded from Google Play. Users can download any video and set them as video ringtone or video wallpaper, giving their phone a unique style. Users can also stay updated with memorable moments in Bollywood history every time they check their phone and during incoming calls. The instant Push feature also allows users to surprise their friends by selecting the video displayed on their friend’s phone when calling, thus opening doors for back and forth pranks between friends.

Consumers can choose to watch old melodies to latest numbers, aarti, bhajans etc from Shemaroo’s catalogue. The alliance will further strengthen Shemaroo’s reach globally.

“We are pleased to partner with 123on as the company is creating a new trend for mobile video users and producer. A user can actually play with the video and use it as video ringtone or video wallpaper. The partnership is aligned with our strategy to offer our audience entertainment on every possible platform where our consumers are present,” said Shemaroo Entertainment director Jai Maroo.

 
123on founder Mikael Jansson added, “We are extremely proud to be partner of Shemaroo Entertainment, one of the largest content houses in India, known for its wide range of catalogue that includes Bollywood content to devotional videos, Hindi to regional languages and many more. Adding another milestone with our first partnership in India as well as in the film industry really shows the flexibility and potential of our platform."