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Saavn introduces ‘Brand Channels’

It is a space for brands to curate custom playlists, radio, audio messages and original audio content for its listeners

BestMediaInfo Bureau | Mumbai | December 22, 2016


Saavn, an audio streaming platform, has announced the launch of its new ad product ‘Brand Channels’, is a dedicated space for brands to curate custom playlists, radio, audio messages and original audio content for Saavn’s 20 million active listeners.

Rotating ‘Brand Bars’ on the Saavn app home screen invite users to seamlessly enter targeted brand channels throughout their listening experience. Each channel provides advertisers 100 per cent share of voice, giving brands complete control and exclusive association with the sound and feeling of the channel’s custom content.

Just last year, Saavn had teamed up with Maruti Suzuki to launch the country’s first-ever brand-dedicated streaming radio station. Building on this success, Saavn and Maruti expanded their partnership, this time to generate excitement around Maruti’s new premium brand Nexa. Saavn’s customised Brand Channel, ‘Nexa Music Lounge,’ offers a series of curated playlists, radio stations, and custom audio messages that encourage consumers to ‘follow’ to keep up with new additions to the channel.

Sanjeev Handa Sanjeev Handa

“Nexa Music Lounge is a unique music experience designed to bring people together based on a common passion for international music,” said Sanjeev Handa, VP and Head of Marketing, Maruti Suzuki India Limited. Maruti Suzuki partnered with Saavn to build a brand channel as a way to amplify their efforts and allow people to take Nexa Music Lounge on their smartphones wherever they go.

The Brand Channel is just an opportunity for brands to engage listeners in an audio-visual world completely dedicated to their brand.

“The potential of audio advertising is endless. We know how deeply music affects us, how songs stay with us like nothing else. While a catchy jingle was once all that brands required to tap into music’s unique associative powers, today’s digital climate requires a more dynamic, all-encompassing audio experience,” said Ravi Shharma, SVP Brand Solutions and India Head, Saavn.

Nexa Music Lounge offers a unique, curated selection of India’s best classic international music, which is sure to delight Saavn listeners.

Sabuj Sengupta Sabuj Sengupta

“Nexa has pioneered many firsts in the automobile category and Saavn Brand Channels is yet another way of establishing Nexa as a digital first and innovative brand," said Sabuj Sen Gupta, NCD, Hakuhodo Percept.

Music is one of the most engaging digital content categories. It has an unmatched ability to create deep emotional connections. For this reason, Nexa has partnered with Saavn to create India’s first brand channel. “We know that today users are not comfortable leaving the app or platform they are on, hence instead of showcasing them ads and driving them out of Saavn we chose to engage them then and there," said Shradha Agarwal, Head Digital Strategy, Grapes Digital.

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