Mumbai, September 22: If Bollywood bytes aren’t your pick, simply SMS your cellular provider for Dilemma or ask for a Ganesh Vandana. Personalising your phone with groovy ringtones is the next big thing.

With almost every hit film, a theme or popular number becomes a ringtone. While Saathiya’s title song was on every cell for a while, film buffs have shifted loyalties with Koi Mil Gaya. Dinesh Gulati, vice-president, sales and marketing, Airtel, says, ‘‘This is the most popular service, which both prepaid and post-paid customers can avail.’’

Pointing at the current rage, Ajay Hiraskar, marketing manager, Reliance Mobile, explains, ‘‘While a veteran user may be looking for variety, first-timers are often content with in-built ringtones. Again, while an older person might prefer a classic Beatles, someone younger might go for something more contemporary.’’

Priya Dalmia is a classic example. While the 23-year-old ad-film producer and her brother Pallav are constantly competing to download the hipper tones, their parents are content with in-built ones. But Priya sure has taken the trend one step further, by assigning different ringtones to her regular callers, ‘‘to recognise who’s calling’’.

Even in-built ringtones can get whacky. What with Reliance Mobile’s regional ringtones. Don’t be surprised if you suddenly hear a typical Laloo-accented Bihari ringtone screaching, ‘‘Phoonwa uthao bhai’’!

The youth of today are truly living it up. And if you’re wondering how a Rs 7 download fits their shoestring budgets, it’s because they have discovered more ways, like searching for free keypresses on the Net.
— with Uma Karve in Pune