Yash Raj Films to connect with fans via Twitter

In a move to widen its reach among the audience, film production house Yash Raj Films has teamed up with Twitter India.

Via its Twitter handle @YRF, the banner aims to connect with every Indian film fan with a mobile phone.

"We are on the cusp of widespread growth across mobile, web and social media. This syndicated mobility program will aim to reach mobile-friendly audiences and analyse consumption patterns and trends across web and mobile. Moreover, the move is aligned to the company's 'mobile-first' approach," Anand Gurnani, vice president (Digital), Yash Raj Films, said in a statement.

Pratiksha Rao, head of TV and entertainment partnerships, Twitter India said that in India, Twitter is focused on reaching every person with a mobile phone and "this product is in service of that goal".

@YRF will send selective Tweets (driven by #YRFBuzz) as SMS to users who subscribe to the service by giving a missed call to 0-75054-75054. This feature works on any phone or network, and is free of charge for online as well as offline users.