After 'selfie', India braces 'velfie'

Move over selfie, India is embracing the "velfie" with Bollywood stars, sporting heroes and even politicians taking and posting videos of themselves online using a range of new mobile apps.

From lip-synching famous movie scenes and quizzing political leaders to interviewing job candidates, Indian tech firms are betting on the latest craze to grip social media -- the video selfie.

"2014 was about selfies... 2015 is for #velfies!" screams the blurb for Velfie, a smartphone app similar to Dubsmash where users mime songs or quotes to pre-recorded audio before posting the clips on social networks.

German-developed Dubsmash has rapidly become a global phenomenon since its launch in November and has been downloaded more than 50 million times across 192 countries, according to its website.

The global craze is sweeping the Indian film industry, with numerous stars entertaining legions of loyal fans with dubbed videos which are uploaded to popular sharing platforms Facebook and Instagram.

Actors Salman Khan and Ranveer Singh, and actresses Sonakshi Sinha and Richa Chadda are just some of the Bollywood stars to have embraced it, lip-synching everything from Hindi film dialogue to lyrics from Western songs.

The app -- which is free and limits videos to ten seconds in length -- has been downloaded 200,000 times and is already operating in around 140 countries, according to Sundaram.