WorldSpace satellite radio on Monday unveiled a new signature tune composed by its brand ambassador and music maestro A R Rahman. The signature tune, to be used in an integrated communications campaign, highlights the ‘everyday’ and ‘everywhere’ nature of music.
Speaking at the launch, Tedros Lemma, Corporate Vice-President, WorldSpace, Inc, said, “The signature tune has been launched with a vision towards extending the passion of music to more Indians. A R Rahman has come to personify quality music and we are honoured to partner with him on our aggressive communication campaign to build our brand in India.”
The WorldSpace signature tune draws inspiration from the sounds of nature and the rhythms of our everyday lives. Sharing his insights on the tune and talking of his association with WorldSpace, Rahman said, “It is my pleasure to be associated with WorldSpace as I believe that there truly is so much music to hear and WorldSpace has created a unique platform that not only keeps alive various forms of music, but also extends the reach of this music to virtually the entire country and even abroad. When creating the tune, I wanted to bring alive the true sounds of India as a showcase of the depth of musical traditions available in the country.”
WorldSpace has posted aggressive growth across India in the last one year, growing five fold from around 21,000 subscribers in March 2005 to more than 110,000 subscribers in 2006. Having expanded retail operations to cover 14 markets with hundreds of retail points, WorldSpace intends to leverage the relationship with Rahman to strengthen its connection with customers and to raise awareness about the distinctive features of satellite radio.
The new communications campaign, of which Rahman is an integral part, is based on extensive studies with existing as well as potential customers across India. Commenting on the campaign, Arti Mehta, Chief Marketing Officer, WorldSpace India, said, “When we signed Rahman as our brand ambassador, we knew it would be a fabulous brand fit. The signature tune has been launched with the objective of quickly establishing an emotional connect with the Indian audience and own the high ground of music.”
“We have developed an aggressive 360-degree campaign that involves a refreshing new series of TV commercials and on-ground events, including concerts, contests and awards to promote the brand,” Mehta added.
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’. The creatives have been handled by O&M, while the TVC has been executed by Nirvana Films.