Bennetts, the motorcycle insurer, has struck an industry first - and hopefully an industry last - by launching a downloadable ringtone.

Adhering to "hundreds of requests from fans" and ignoring the high probability of upsetting anyone within their immediate vicinity, Bennetts has launched the ringtone which is from the soundtrack to its latest In The Blood TV credits.

Bennetts director Kal Samra said: "Now every biker can ditch whatever tune they're currently sporting and have a ringtone of true biking pedigree on their phone."

Earplugs at the ready...