Worldspace bets on experiential marketing

The company has recently tied up with the Indian music maestro, AR Rahman. Rahman has composed the signature tune for Worldspace and will also endorse the brand

It's close to

six years since Worldspace, the satellite radio company, was launched in India, but it is still to create much of an impact among Indian listeners.

Aarti Mehta, vice-president, marketing, Worldspace, says, "India, as an audience, still needs to understand the entire concept of satellite radio. So, the first need is to educate the consumers and make them experience the brand."

That is why the company is betting on a series of experiential marketing initiatives to educate its consumers. The company has tied up with youth hangout joints such as Barista, Cafe Coffee Day (CCD) and Music World so that its prospective consumers can experience the brand. In addition, the company has set up special company outlets called Worldspace Lounges, where the brand can interact with the consumers.

The company has recently launched a 'Try and Buy' offer, where Worldspace is installed in people's homes on a trial basis for seven days.

Worldspace is also trying to reach out to its consumers through events in various colleges.

On July 3, the company tied up with the Indian music maestro, AR Rahman. Rahman has composed the signature tune for Worldspace and he will also endorse the brand.

Mehta believes that Rahman's association with the brand will help it build an emotional connect with consumers.

She says, "Rahman's music has always touched people's hearts and I hope Worldspace will do the same."

The company claims to have recorded a growth of 500 per cent in terms of total subscribers since March 2005. Currently, its subscriber base stands at 1,10,000.

In India, Worldspace is facing stiff competition from FM radio and this competition will increase further in the new licence regime, which will see 300 new FM stations coming up. However, Mehta feels that Worldspace, with its varied content, which also includes non-Bollywood music, will see its way through. According to her, the biggest deterrent to the growth of Worldspace in India is lack of awareness among consumers, which the company is desperately trying to address.

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