In Mumbai, Sai Baba lives in the memory chips of most mobile phones while Lord Krishna reigns over cellular software nationally.
A month after UTV Interactive launched Divya Kathayein, a service for mobile phone users to download mythological tales, the maximum number of subscriptions from the city was for tales about the Shirdi saint followed by Krishna.
“Bollywood, cricket and mythology are the three most favoured subjects for the Indian audience. India is a story-telling nation so we developed this product, breaking away from existing devotional music,” said Lavina Tauro, senior vice president (audio products and music) UTV Interactive.
The service has received two lakh subscriptions. Lord Ganesha ranked third in Mumbai after Sai Baba and Krishna. The service is available for Rs30 and offers tales on eight deities.
The service was developed with a focus on the young generation. “We came across a strong sense of devotion among youth aged between 25 years and 35 years. They want to be grounded and they use the technology. So reliving mythological stories on phone becomes attractive,” said Tauro.
“I listen to short stories of Shiva and Krishna whenever I get free time. It is better than watching television and it is convenient on the phone,” said Ananya Sinha, 32, a Dadar based homemaker.
“I help my father in textile business and I am on the go all the time. Listening to Krishna’s stories on my way to work gives just the right start for the day,” said Amol Chaddha, 25, a Chandigarh resident.
“Deities will take new forms as per new media. Today, everyone wants to create franchisees be it for films such as Harry Potter or deities,” said Atul Phadnis, chief executive officer of whatsonindia, a website on television content.