MUMBAI: Indian men's magazine Maxim has joined hands with ActiveMedia Technology India (AMT) to capitalise on its readers in the wireless space. Maxim has given AMT the mandate to be its mobile partner in India and drive all activities from AMT short code 3636, becoming the first global publication to extend its brand in Indian wireless platform.

The Maxim Mobile website provides a wide range of men's editorial content on a subscription basis, as well as downloadable items such as ringtones, wallpaper, video, games, promotions, MMS blogs and a variety of Maxim-only wireless applications.

Maxim marketing manager Ankur Bhatia says, "Given the growth of mobile platform in India, it was only natural for us to take a decision to progress in the direction from the start. Globally, Maxim Mobile has been the world's most widely distributed men's lifestyle brand on mobile phones and we are confident that the Indian market will respond equally well".

The UK based Maxim magazine launched its Indian edition in January 2006, fetching sales of 75,000 copies in the maiden issue itself alongwith an advance paid subscriber base of 16,500. Maxim now plans to maxim-ise the market further by its foray in the wireless market, with ActiveMedia managing all its mobile based solutions ranging from contests and events, to content management. This connection will allow users to download wallpapers and screensavers in Rs 10 from their mobile phones.

AMT group head marketing and client services Arnav Neel Ghosh said, "ActiveMedia has always been focused at enhancing value for a media brand by marrying it with a wireless platform. It has consistently helped media brands (TV and print) across genres and regions to gain that competitive edge with its product suites. Leveraging the power of mobile to do micro and one to one targeting, it has helped media brands to drive stickiness with their subscribers".