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Guvera, TranServ announce brand partnership for India

MUMBAI: Global music streaming service Guvera today announced a brand partnership with TranServ, a leading digital payments firm, to promote Udio, India’s first social mobile wallet.

The Udio Wallet integrates a highly social, community-driven aspect with anytime, anywhere accessibility to digital P2P transactions via its secure and seamless payment structure, thus creating a ubiquitous ecosystem for both consumers and brands. Extending and replicating social behaviours, Udio enables squaring of dues, sharing dinner bills or a cab ride a hassle free task.

As part of the association, the Guvera app will feature a Udio brand channel. The brand channel feature on Guvera positions brands front and center of the music experience in a non-disruptive, engaging and enjoyable manner for the consumer. The feature enables Guvera’s members to listen to the best local and international music whilst shopping for the latest fashion, reading up articles during travel, or viewing exclusive videos.

The Udio brand channel will include situational playlists built on various themes of togetherness. The channel will also house a section directing members to download the Udio app alongside offering a link to the payment app’s social media pages.

Earlier this week, Guvera and TranServ also launched the #UdioOnGuvera contest, wherein a Guvera user follows the Udio brand channel and on streaming one of the Udio playlists most number of times stands to win a cash prize, which can be redeemed on the Udio app. The joint engagement will soon be followed by a slew of other digital competitions including the one around the upcoming Valentine’s Day.

The activity, titled ‘Together Forever’, is slated to begin from 12 February and will culminate on this Valentine’s Day, whereby a team of two can register through either the Guvera app or the social media platforms of both Guvera and Udio. As part of the contest, each team will have to follow the Udio brand channel and stream the ‘Together Forever’ playlist which will also be hosted on the said brand channel. The lucky winners of the contest can claim Myntra and BookMyShow vouchers worth Rs 50,000 on the Udio App.

The association will also transcend to on-ground activities, most notably Guvera’s ‘University Stream Off’ contest, a music streaming competition held in some of India’s premier educational institutions. The college integration for Udio has already kicked off with IIM Calcutta’s recently concluded annual festival, ‘Carpe Diem’. The partnership will extend to more annual college festivals during the course of this year.

Guvera head of business development Asia Ananya Amin said, “This is an exciting partnership for both our firms and will throw open a lot of opportunities to market our products on each other’s platforms. Moreover, Udio’s proposition of being a social wallet lends itself to our brand of programming in India. In the days to come, we will be announcing the launch of a few more activities to leverage each other’s strengths and capabilities.”

TranServ CMO Asutosh Upadhyay said, “The tie-up with Guvera is one amongst our key marketing activities for Udio post launching the product. Guvera offers some very indigenous tools, including brand channels and the University Stream Off contest to cross-leverage Udio’s core offering. We are confident that our brand theme of ‘togetherness’ will be met with a lot of resonance on Guvera and their marketing platforms, as we continue to partner with them in the foreseeable future.”

The Udio social wallet was launched last week and is now available to download through the Play Store for Android and will be available on iOS shortly.