rawing a parallel between the spiritual world and the omnipresent interactivity that mobile phones offer, Tata Indicom has launched its new H.H. Sri Sri Ravi Shankar Zone. By availing of this service, a user can listen to the celebrity guru�s daily inspirations, bhajans and discourses. This, apart from downloading his wallpapers, ring-tones and also gathering the latest news and events relating to the godman�s Art of Living movement.

"The idea is to cater to a very strongly bonded community and offer them an alternative to know more about their common interest and at the same time interact with one another," says Pankaj Sethi, content head, Tata Indicom. He says that the company had earlier experimented with offering morning prayer and it went down nicely with the target group. Adds Sethi, "On the one hand, such zones help get newer and different communities and, on the other, you get a customer base with strong community affiliations." The mobile service brand also has other designated areas such as Woman Zone, Movie Zone and Cricket Zone.... more