MAM
Cellebrum.com partners with three cellcos to offer users customised background music
MUMBAI: Music is one of the few features, which is being pushed aggressively by various mobile operators. Himachal Pradesh based integrated telecom VAS solution provider Cellebrum.com Pvt. Ltd has launched a customised background music (BGM) solution as its latest offering, allowing users to play music in the background during a call.
Cellebrum.com has tied up with leading operators like IDEA Cellular, Spice Telecom and Reliance Telecom at the national level and is offering BGM to its existing subscribers.
The VAS solution provider is also running a pilot programme for Airtel for its landline services in the Madhya Pradesh Circle.
It is upbeat about its BGM, which is played by the operator in the background of a call. The background music is a value addition to mobile peer to peer calling wherein a subscriber is allowed to create his own ambience during a call by playing music in the background.
This customized solution in which, a call, when answered, is accompanied by music in the background. The caller can choose his music from a variety of sounds provided.
This solution is different from CRBT solution, where music is played
before the call is connected. In BGM, music is played after the call is connected. Technically, it is a conference service, which involves the calling party, called party and the music playing entity, which is also, part of the conference. This entity is responsible for playing back music
during the conversation.
BGM has the ability to boost the ARPUs of cellular operators due to the low cost at which it is being offered. However, this cost varies from operator to operator. There are three kind of charges — the activation charge, the chosen background song and the per minute cost of the song.
Today, over 170,000 mobile subscribers across the network of IDEA Cellular and Spice Telecom have tried using the BGM service.
In order to use the service, the user needs to dial a prefix (say 234) before the phone number, for the call to be connected with the Music M-vironment (BGM). Without the prefix, the call will be connected as a normal phone call. Users can always change background sound at will by dialling provided IVRS (Interactive Voice Response Services) Interface.
It is important to note that the caller has to be within the coverage area of the home network. It is an IVR based service which will not be accessible outside home network.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
