Mauj Mobile ties with Partners Mobixell

People Group's Mauj Mobile has partnered with Mobixell, a USA-based mobile advertising firm. Mobixell's Ad-It advertising solution will be used to insert ads into WAP portals, SMSs, ring-back-tones, missed-calls-alerts as well as in-game and ad-funded content.

Mauj currently has partnerships with operators BSNL, Idea Cellular and Bharti Airtel for mobile inventory management and sales.

Its clientele includes advertisers for brands such as Cadbury, Colgate, Nokia, Lee, Johnson & Johnson. The company also owns online properties Shaadi.com and Makaan.com.

The Ad-It solution serves real-time advertisements based on targeted contextual, behavioural, demographic or location-based criteria.