The song is part of a new integrated communications campaign featuring AR Rahman and is aimed at strengthening subscriber connection
New Delhi, July 3rd 2006 — WORLDSPACE Satellite Radio, (NASDAQ: WRSP), one of the world leaders in satellite-based digital radio services, today unveiled an inspiring new signature tune developed by music impresario AR Rahman, WORLDSPACE brand ambassador in India. The signature tune, to be used in an integrated communications campaign, highlights the 'everyday' and 'everywhere' nature of music while showcasing the incredible variety of radio content offered by WORLDSPACE with over 40 stations of distinctive music genres, entertainment, and information. Speaking at the launch, Tedros Lemma, corporate vice president, Worldspace , Inc., said, "It is our vision to offer Indians a truly global radio experience – giving them the variety, quality and the ability to choose what they want to listen to. AR Rahman has come to personify quality music and we are honored 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. AR Rahman has woven the lyrical sounds of the soothing sea, a bird's chirpy call, the earthy chant of fishermen – among a medley of other evocative sounds around us, crafting a tune that refreshes and energizes, showcasing the true inspiration of music. Sharing his insights into the tune and talking of his association with WORLDSPACE, AR 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 past year, growing 500% 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 AR Rahman to strengthen its connection with customers and to raise awareness about the distinctive features of satellite radio.
The new communications campaign, of which AR 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, "Rahman's genius has captured the attention of the world with his distinctive brand of music, which has stayed true to tradition, attracting a broad base of listeners who cut across age groups, geographies and profiles. WORLDSPACE will leverage this imposing persona, and his undoubted association with quality music, to build awareness for our brand and connect with music lovers across India. We have developed an aggressive integrated campaign that involves a refreshing new series of TV commercials and on-ground events including concerts, contests and awards." Shot in the picturesque surroundings of Kannur in Kerala, the new WORLDSPACE television commercial celebrates the diversity of music and draws from the theme of AR Rahman's inspiring signature tune – celebrating the sounds around us. At the center of the campaign is the unbeatable variety and diversity of WORLDSPACE content highlighting the fact that "there is so much to hear." WORLDSPACE Unveils Signature Tune Created by AR Rahman WORLDSPACE has posted aggressive growth across India in the past year, growing 500% 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 AR Rahman to strengthen its connection with customers and to raise awareness about the distinctive features of satellite radio.
The new communications campaign, of which AR 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, Vice President – Marketing, WORLDSPACE India said, "Rahman's genius has captured the attention of the world with his distinctive brand of music, which has stayed true to tradition, attracting a broad base of listeners who cut across age groups, geographies and profiles. WORLDSPACE will leverage this imposing persona, and his undoubted association with quality music, to build awareness for our brand and connect with music lovers across India . We have developed an aggressive integrated campaign that involves a refreshing new series of TV commercials and on-ground events including concerts, contests and awards." Shot in the picturesque surroundings of Kannur in Kerala, the new WORLDSPACE television commercial celebrates the diversity of music and draws from the theme of AR Rahman's inspiring signature tune – celebrating the sounds around us. At the center of the campaign is the unbeatable variety and diversity of WORLDSPACE content highlighting the fact that "there is so much to hear."
Source : http://www.worldspace.in/pr20a.asp
