WorldSpace, which had teamed up with A R Rahman for a new signature earlier this month, has now unveiled a new TVC with the versatile composure as an integral part or it. The creative has been handled by O&M, while the TVC has been executed by Nirvana Films. Shot in the picturesque surroundings of Kannur in Kerala, the new WorldSpace TVC celebrates the diversity of music with the baseline ‘There is so much to hear’.
Arti Mehta, Chief Marketing Officer, WorldSpace India, said, “The campaign is inspirational and brings about the essence of the WorldSpace brand. It is definitely an added bonus that Rahman truly identifies with WorldSpace as he has been a listener from the time we launched in India. This has ensured that he understands the core USPs of our service and is able to bring them to the fore. The Rahman campaign is built around the concept of variety showcased by the base line ‘there is so much to hear’. This has been further extended to showcase that the true inspiration of music is all around us and Rahman’s signature tune, too, has been inspired by everyday sounds.”
The print campaign broke on July 10, 2006, which involved all major newspapers. The TVC is currently being aired on AXN, MTV, VH1 and Sony, etc. Hoardings, too, have cropped up all over India.
Mehta said, “The primary message that we are conveying with this campaign is that there is so much to hear on WorldSpace. Our key differentiator is that we offer over 40 superior quality radio stations featuring diverse music genres and reach out to music lovers with the kind of rhythms they want to hear. This campaign showcases the depth of our content and our commitment to delivering quality programming while celebrating the diversity of music.”
Kartik Iyer, Associate Creative Director, O&M, Bangalore, said, “The brief given to us by the client was that given WorldSpace’s fantastic run in 2005, with the acquisition of several new subscribers, it was important to keep the momentum going. The communication challenge was to build a strong emotional connect with music lovers across the country by leveraging on the towering persona of Rahman, and yet remaining true to the essence of WorldSpace.”
Iyer further said that the campaign was based on a simple thought of ‘there is so much to hear’. “The communication draws inspiration from the different sounds of nature, of the rhythms of everyday routine, and all that surrounds us. And at the heart of this campaign is the unparalleled variety and diversity of the WorldSpace content, highlighting the fact that ‘there is so much to hear’,” he added.
WorldSpace and A R Rahman out to show ‘there is so much to hear’