They say with the burgeoning technological boom, the world is simply shrinking and the adage; 'It's a small world' couldn't be truer. And with the closing proximities of geographical boundaries, comes about the amalgamation of cultures. The waves of cultural globalization have traveled across seas and influenced the lifestyles of people in myriad ways; be it through food, fashion, movies, art, religious beliefs, political views, or economic strategies to name a few. Cultural influences having become persvasive have far reaching effects and with the liberal outlook of people, cultural habits and practices have been embraced by people across the world thereby diminishing the geographical demarcations.

Bollywood is one such culture in itself that has gone above and beyond the country of its origin ? India. For the uninitiated, Bollywood is the name given to the Hindi language Indian film industry, which also happens to be the largest in the world. The name is India's answer to Hollywood - the acknowledged hub of the American film industry. Bollywood derives its name from a mix of Bombay (the earlier name of Mumbai) and Hollywood. Bombay, the city on the western coast of India, is the country's film capital and the thriving ground for this robust industry. This industry generates the highest number of films each year and supports a plethora of professionals across the industry.

With mobile phones becoming an indispensable part of a consumer's life, manufacturers are constantly trying to pack in as much as the little device can hold; before retailing it at cut throat prices. Value added services have therefore become more important than ever before for manufacturers and mobile content providers. Innovation in mobile phone ring tones, amongst other things, is a team effort between these two interested parties. And Bollywood, with its flamboyant song and dance routine has been successful in charming this team.

There have been reports of the growing popularity of Bollywood in the West, and the vast Indian Diaspora has always ensured that the influence of Bollywood culture does not abate. Researchers have identified the adoption of the Bollywood theme: mobile phone ring tones, wallpapers, streaming videos, ring back tones, and other promotions; as a key component of the value added services gamut. And Bollywood songs, also colloquially referred to as filmi music, have become the unanimous choice for mobile phone ring tones due to several reasons.

Indian films have entered International markets and are a rage not only amongst Indians settled abroad, but the sub ? titled versions also enjoy the popularity of foreign audiences. Bollywood films are opulent and larger than life, in lieu with the tastes of the Indian audiences. Indians like their films to be dramatic with a strong plot along with a dance and song routine thrown in for entertainment. The musical element lends the fantasy touch to it, which in turn makes for an interesting viewing.

Having Bollywood songs as mobile phone ring tones are an indication of one's personality and openness to embrace other cultures. It's a blessing for music and film lovers. The industry witnesses cut throat competition in all the areas of film making, and therefore undoubtedly the work produced more often than not is of high entertaining quality. There is always something for everyone. Bollywood songs can make one nostalgic, entertain, amuse, or even sound cheeky. What you choose to set as your ring tone will just determine how you look at this diverse industry.