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WorldSpace promises something for everyone

By , agencyfaqs! | In Media Publishing | April 13, 2007
WorldSpace is trying to connect with different set of target group. It has released four different TVCs as a part of the Music Lovers campaign. These TVCs will broadcast on different TV channels depending upon the relevant target group


WorldSpace, the & #BANNER1 & # satellite radio service provider, has multiple music stations with each catering to varied genres of music spanning from classical to pop to Bollywood to ghazals. And, for obvious reasons, each channel has its own unique fan following. So it does not make sense for WorldSpace to have one communication for all of them. The satellite radio brand has now rolled out four separate commercials for its multiple TG for different music genres such as rock, Indian, classical, hip hop or classic Hindi songs.

Says Harshad Jain, chief marketing officer, WorldSpace India, "The message that we are trying to convey is very clear. And, it is that there is something for everyone on WorldSpace."

Jain adds, "This is the next level of communication for us."

The initial challenge for the radio broadcast company was to create awareness and educate consumers about this new service, and that was done through experiential marketing, and other below-the-line activities. Last year, it launched a new campaign with AR Rehman as brand ambassador.

Jain believes that AR Rehman's presence and the signature tune has helped build the brand connect with increase in the brand awareness by 54 per cent.

The company has also planned its media very strategically. For instance, a TVC that wishes to target a 'rock loving' audience will be played on music channels such as MTV, Channel [v] and others.

Likewise, Indian Classical lovers will get to see WorldSpace vying for their attention on television channels such as CNN or BBC.

The series of WorldSpace commercials will hit the television screens on April 13. Currently, its subscriber base stands at 1,70,000, while in March 2005 it was at 1,10,000.

WorldSpace is betting on these series of TVCs to help them build consumer awareness. Adds Jain, "The ad campaign that was launched in July 2006 created a lot of awareness. It helped us generate 54 per cent more consumer awareness." Jain believes that AR Rehman's presence and the signature tune has helped build the connect. Currently, its subscriber base stands at 1,70,000 while in March 2005 it was at 1,10,000.

Currently, WorldSpace offers 42 stations spread over cities such as Bangalore, Hyderabad, Chennai, Delhi, Mumbai, Pune, Kolkata and others.

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