(8 April 2006 6:00 pm)

MUMBAI: The spirits company Bacardi has launched Bacardi B-Live Radio for mobile. This is being done through a tie up with Sydus, which works in creating audio-to-mobile lifestyle expressions.

The service goes live next month and will take Bacardi’s spirit out of the bottle and onto mobile phones around the world. B-Live Radio is the world’s first brand-funded global digital music service, and will also be delivered via the web.

While traditional marketing strategies have been ‘push’, going from the brand out to the consumer, with Sydus’ BrandedRadio solution, consumers can ‘pull’ the Bacardi experience onto their mobile phones and enjoy the Baqcardi spirit and lifestyle, wherever they are.

Bacardi B-Live Radio combines two elements – the emotional connection of music, with the ubiquitous and extremely personal usage of mobile phones – to build a stickiness that is declining in traditional delivery mechanisms.

Sydus president Saumil Nanavati says, “Bacardi B-Live Radio is an innovative way to market to audiences globally, using new media to attract and engage today’s savvy consumer. Sydus is delighted to be a part of Bacardi’s innovative approach to reach out to its users, and we believe this is the start of the next big shift in lifestyle marketing, whereby brands can connect to a global audience in a cost-effective manner.”

Mobile marketing is rapidly emerging as an effective medium as brands target their customers via mobile phones. Bacardi, using Sydus’ technology solution, has taken a lead in demonstrating how a brand can reach out to its target consumers across the globe effectively, as compared with other marketing options, including the Internet.

Bacardi global brand director John Burke says, “We are happy to partner with Sydus to enable the Bacardi B-Live Radio service. This is a music service that extends Bacardi’s existing music properties and long standing experience in events. Being available both online and via mobile, we are investing in new mediums that have a real relevance to our consumer’s lives. Sydus’ technology will service strengthen our association with music by creating further opportunities for us to connect with our target consumer in a way that reflects our brand values”.

Bacardi B-Live Radio will play a mix of uplifting party classics from the world’s hottest dance floors with guest DJs selected from a global talent portfolio to produce exclusive mixes. At weekends, the content features the ‘best of the week’ and live recordings of Bacardi events across the globe. Bacardi has worked with independent experts to ensure content is selected with the correct audience in mind. All tracks must be socially responsible, avoiding any that feature foul language, incite racism or drug taking and excessive drinking.

B-Live Radio will stream Bacardi mixes 24x7 through the Internet, and via Sydus’ BrandedRadio solution, directly onto GPRS/Edge/3G-compatible mobile handsets, estimated at 85 million handsets worldwide. This spans 189 mobile phone handset models and variants that are compatible with Sydus technology. Listeners can download the radio player free of charge onto their phones from www.bacardibliveradio.com to tune in to the service, and share the application with family and friends using Bluetooth or infrared. Alternatively, the radio service can be accessed via the site wap.bliveradio.com.