Video downloads for Re 1, courtesy Airtel

Bharti Airtel has launched video downloads priced at one rupee.

This proposition offers affordable video downloads across 8 genres (including movies, lifestyle, music, comedy etc.) and is aimed at introducing more and more Airtel customers to the mobile internet experience. Back-end technology that powers this library of 30,000+ videos is compatible with all forms of mobile technology (GPRS/2G/3G) and works with over 500 mobile devices, including feature phones.

There are three options to make video downloads. In the first option, call toll-free IVR 52010, one will receive a WAP link of Re 1 video store in the SMS inbox. Upon clicking on this link, one will be taken to the Re 1 video portal to follow the simple download process. In the second option, Dial *121*33#, you will receive a WAP link of Re 1 Video Store in your SMS inbox. Upon clicking on this link, you will be taken to the Re 1 video portal to follow the simple download process. In the 3rd option, simply type http://v.airtellive.com in your phone web browser and follow the process to download

Access on the portal for the customer has been completely simplified and is just one click away thus promising a crisp and user friendly interface even for first time internet users

Portal is free to browse and all videos are Re 1. In all cases, customers will only get charged Re 1 per video.

Launching the Re 1 video downloads, Airtel has also kicked off a high decibel TV campaign that extends the brand's youthful positioning - and presents a humorous take with scenarios showcasing the all new and affordable mobile video downloads on Airtel.