Mumbai-based Loop Mobile today announced the launch of a new VAS initiative which it has branded as ‘Karaoke messaging’ allowing subscribers to sing a song with music accompaniment and exact lyrics. Users can then listen to recording and dedicate it to their loved ones.

The services is interactive voice response (IVR) based and the portal 54999 hosting the service has over 500 tunes of Bollywood music from categories such as Retro, Romantic and Ghazals.  Subscribers will be charged Rs 2 per minute while the song can be dedicated for free.

Loop Mobile says that the service banks on the surprise quotient associated with the service by the recipient who receives the dedicated song as a call.

Commenting on this trendy new service, Mr. Joseph George, Marketing Head, said, “’Karaoke messaging’ is the upshot of research in consumer trends which reflected the popularity that Karaoke enjoys. Karaoke is being accepted both as a fun and trendy activity across age-groups, and as a cool way of expressing yourself to loved ones. With approximately 85% acceptability amongst prospects in the target group of youth 18-24 years, the need for a handy Karaoke as the most preferred means of expressing oneself was clearly visible in the test group’s approval ratings. Being aligned with our overall commitment to delivering engaging & trendy services, we at Loop Mobile are tuned in to identify such trends of high acceptability and usability and convert them into a service that’s more exciting & enjoyable as an experience.”