While roses, cards and exchanging gifts may have become conventional practices to express love on Valentine’s Day, it is the mobile services which has assumed significance with mobile operators reaping the benefits in form of increased revenues during the occasion.

Operators claim that they expect increased usage of SMS and other VAS during this Valentine’s Day similarly witnessed during other occasions and festivals like Diwali, New Year etc.

Operators have launched special VAS for the occasion like e-dating, e-greetings, e-roses, quiz contests, love calculators etc.

Bharti Airtel has infact tied up with PVR Cinemas for '''Airtel St. Valentine's Carnival', where an array of movies, including 'Dilwale Dulhaniya Le Jayenge' and 'Love, Actually', will be shown. Idea Cellular has also offered special VAS like virtual dating, FLAMES, love calculator and quotes. Tata Teleservices has also launched special schemes for Valentine’s Day.