Idea powers India’s first ever audio release on mobile

Makers of the Kannada movie ‘Nam Anna Don’ have used Idea Cellular to launch the film’s music exclusively on the mobile platform, a first in the country.

e4m by Sai Prasanna
Updated: Jan 5, 2012 12:13 PM
Idea powers India’s first ever audio release on mobile

Armed with an idea that can change a mobile music lover’s life, Idea subscribers can now exclusively listen to and download songs from the soon-to-be released Kannada movie ‘Nam Anna Don’ from January 4, 2012 for a four-day window period. It will be available to subscribers of other service providers from January 9.

Actor Ramesh Aravind, who has also written and directed the movie, shared reasons on why they decided on this form of launch of the film’s music. “Mainly, we wanted to reach people through the mobile platform and we were already in talks with Idea on various collaborations for the film and then, we suddenly came up with this plan which afforded us an added advantage. Idea has close to 55 lakh subscribers in Karnataka alone, giving us reach and penetration, which wouldn’t have been possible, if we had gone the traditional route of launching audio CDs. Moreover, since the film has just three songs, we would have had to club the songs of this film with songs from another film to bring out the CD. Customers may not have liked certain songs but would have to pay for it. This service will allow them to pay and listen only to the songs that they want to hear.”

Sharing more details, Siva Ganapathi, Chief Operating Officer – Karnataka, Idea Cellular, said, “This is the first time in the country that a film’s audio release has taken place exclusively on the mobile platform. Nationally, we have 10 crore customers and around 55 lakh customers in Karnataka and growing. Every month, we are adding close to 2.5 lakh customers in Karnataka alone. With the proliferation of mobile phones and now 3G, the mobile has become an entertainment device for people as they get access to unlimited music and can also watch rich content. Increasingly, CDs have been replaced by people listening to music on mobiles. Ramesh was looking for an innovative way to reach out to his audience and we had the technology to take it to them. That is how this idea was born.”

The songs will be placed on top of the Idea Music Station deck to ensure that subscribers will see it first and easily access it.

Apart from sending messages to subscribers, there is an extensive on-ground activity planned for popularising Idea’s partnership with the movie. KS Sujesh Sabu, Head – Brand & Marketing Communication, Idea Cellular, elaborated on the plans. He said, “In the initial phase, we would have a road trip with Ramesh Aravind in nine towns of Karnataka. During the trip, he would be visiting Idea showrooms, malls, and medical colleges since the story revolves around a doctor. Idea subscribers will also get a chance to meet Ramesh Aravind through several contests. We will also be promoting the movie by offering merchandise through our strong chain of retail outlets across Karnataka.”

Idea subscribers will also get an opportunity to chat with Ramesh through a ‘Celebrity Chat’ application. Hungama Mobile, the mobile content division of Hungama Digital Media Entertainment, which develops, publishes, aggregates and distributes entertainment content, has developed content for the platform. The association for the movie between Idea Cellular, Luv Kush Productions and TELibrahma was structured by Saugat Dash and Nitesh Shekar of JIGSAW Media Consultants.

TELibrahma, India’s leading mobile solutions company, is offering technical support by partnering with the movie producers to offer rich media content such as trailers, contests and information delivery with regular updates on the mobile platform at a later stage. Suresh Narasimha, Founder and CEO, TELibrahma, explained, “To access content related to the movie on their phones, subscribers just need a Bluetooth/ Wi-Fi enabled phone. On an average, approximately 3 million customers engage with us every month. The service will be available for a month or more in a total of more than 300 outlets of Café Coffee Day, Barista, Shoppers’ Stop, Reliance Trends, Spencers’, etc. Banners, stickers, and tent cards will also put up at the various outlets. A Facebook page has also been created to increase awareness of the availability of this service.”

In a bid to allow greater interaction, TELibrahma has come up with an augmented reality, where subscribers with a GPRS-enabled device can scan and capture the movie’s posters, newspaper ads, or even OOH advertisements. Clicking on the actors’ faces will provide more information about the movie and the actors. “While the content delivery service through Bluetooth will be available only in Bangalore, subscribers across Karnataka can experience augmented reality. Our intent is to make consumers aware of the power of the mobile. We want them to receive free content and get the best deals in their respective locations,” Narasimha added.

On whether this would be the trend in the future, Premnath Unnikrishnan, Account Director at Interactive Avenues, stated, “The potential mobile Internet users are actually more than the number of Internet users in India. With 350 million mobile Internet accessible handsets already out in the market, it could beat the PC/ laptop in a big way very soon. Approximately 10 billion impressions are served every month on mobile Internet. So, this definitely indicates the trend for many more such initiatives.”

Started from January 4 for a four-day window period, Idea subscribers can listen to and download the film’s songs by subscribing to the Idea Music Station at the rate of Rs 30 per month. To get the songs, they need to dial the short code 543213.

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