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Saavn launches new ad product space for brands

MUMBAI: Saavn has launched a new ad product space called ‘Brand Channels’, which is meant especially for brands to curate custom playlists, radio, audio messages and original audio content for the music streaming site’s 20-million active listeners.

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

Saavn has created ad product space to address advertising challenges such as establishing an emotional connection with the target consumers.

Saavn SVP brand solutions and India head Ravi Sharma stated, “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 tapping into music’s unique associative powers, today’s digital climate requires a more dynamic, all-encompassing audio experience. The Brand Channel is just that—an opportunity for brands to engage listeners in an audio-visual world completely dedicated to their brand.”

Saavn has also expanded its partnership with Maruti Suzuki, creating a Brand Channel called Nexa Music Lounge. The music lounge will offer a series of curated playlists, radio stations and custom audio messages that will encourage consumers to follow to keep up with new additions to the channel. Last year, Saavn had teamed up with Maruti Suzuki to launch the country’s first brand-dedicated streaming radio station.

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

The Brand Channels’ original content sponsorships and other premium ad partnerships are arranged directly with the global Saavn brand solutions team.