MUMBAI: Skype has partnered with Indian filmed entertainment companies namely Yash Raj Films and Eros International’s over the top (OTT) platform ErosNow to develop custom Bollywood specific mojis for its users.

Mojis are short clips from movies and TV shows that Skype users can put directly into a Skype chat.

In addition to the existing worldwide Mojis content, now users can react to Skype messages with clips from Bollywood movies like Dilwale Dulhania Le Jayenge, Ra.One, Dhoom 2, Dhoom 3, Tanu Weds Manu Returns and Devdas; and actors such as Shah Rukh Khan, Amitabh Bachchan, Aishwarya RaiBachchan, Anushka Sharma and Ranveer Singh.

Yash Raj Films vice president digital Anand Gurani said, “Sometimes when words aren’t enough, a popular film dialogue often fills in. YRF has a rich library of films and content that caters to a wide audience base. The introduction of Skype Mojis is an extremely innovative addition to instant messaging that should get instant traction!”

Eros Digital CEO Rishika Lulla added, “We are delighted to join hands with Skype and tap their massive consumer base in this ever evolving digital landscape. With Eros’ vast film content library, we are equipped to provide the best in entertainment for Skype users on their smart phones, tablets, laptops or any internet-enabled devices.”

Skype has also created new emoticons highlighting some of the food, gestures and daily expressions honouring the Indian culture Bollywood stems from.

“We’re hugely excited about our partnership with Yash Raj Films and Eros International studios to bring more exciting content to our users. Our goal is to provide the best possible messaging experience on Skype, and tapping into India’s extremely active and vibrant film culture is a perfect way to do that,” added Skype corporate vice president Gurdeep Pall.