Music and audio-streaming platform JioSaavn has partnered with confectionary brand Nestle KitKat for a multi-channel activation to provide musical breaks to young Indians.
The partnership and activation kicked off in mid-September and includes KitKat advertising on JioSaavn. KitKat consumers across the country get a chance to win subscription to JioSaavn Pro. The activation included JioSaavn’s presence on the brand’s packaging, in-store promotions, along with the presence of Nestle’s brands on digital audio advertising on JioSaavn through the rest of the year.
The strategic partnership intends to encourage everyone to take a short KitKat break while relaxing with some uninterrupted music, getting back to their day rejuvenated with a fresh perspective. As part of Kitkat’s first-ever association with a digital audio platform, around 25 million KitKat packs will be co-branded with JioSaavn’s logo on its packaging; and will be accompanied by the brand’s positioning “Have a break, have a KitKat”, inspiring consumers to participate get a chance to win musical breaks with a month’s subscription to JioSaavn Pro subscription worth Rs 99 every minute. While the consumer offer is valid till October 30, the code for JioSaavn’s Pro subscription is redeemable till the end of the year.
Mihir Shah, Vice-President of Consumer Revenue, JioSaavn, said, “We are thrilled to enter into this strategic alliance with KitKat as we reverberate with their tagline that reminds consumers to take a break during challenging situations. We have initiated a host of marketing solutions that also include association with JioSaavn Pro along with unique advertising opportunities on the JioSaavn app to build earbud moments for the brand and boost their sales.”
Nikhil Chand, Director, Food and Confectionery, Nestle said, “KitKat, with its positioning of 'Have a Break, Have a KitKat' has given millions of Indian consumers enjoyable breaks with delicious, crispy KitKat fingers. We are delighted to enter into this partnership with JioSaavn as it allows us to drive synergies to target our core consumers and offer them an uninterrupted musical break for them to have a break and come back with a fresh perspective. The partnership allows us to amplify our core message of Life Hai, KitKat Break banta hai, this time through music.”
JioSaavn provides multi-format ad-experiences, including audio, display, and content associations for brands to connect with its millions of monthly active users with a strong pan-India presence.