MUMBAI: Bollywood heartthrob Ranbir Kapoor has now joined hands with Saavn (South Asia Audio Video Network), a US-based digital music company as its creative collaborator. The association was announced at the online music streaming press conference, which was attended by India's top music industry executives and influencers.
The superstar, as part of the association will work with the Saavn team on consumer marketing ideation and production, business development and content.
Talking about the partnership Kapoor said, “I’ve been using Saavn for years now, so it's exciting to be working with the team on a deeper level. I'll be helping to guide the brand, influence programming, connect with the next generation of music listeners and ultimately help build the best music product in India and potentially the world.”
“I look forward to being involved in a more business-centric capacity in the near future,” he added.
The partnership has initially materialised in the form of a new commercial campaign featuring a 30 second television spot. Kapoor provided a significant amount of input on the creative for the campaign. The TV commercial was written by Vasan Bala, who is the screenwriter for Kapoor’s new film, Bombay Velvet, alongside Sneha Mehta and Teddy Stern of Saavn and has been produced by Golden Gaddi Films, the ad production house of Guneet Monga who is the producer of The Lunchbox.
Saavn released a sneak-peek of its alliance with Kapoor in its “Here’s to the Music” campaign that went live earlier this year.
Saavn executive chairman Paramdeep Singh said, “It felt right from the beginning. Our collaboration with Ranbir represents an evolution in the way technology companies and artists work together in India. And that bridge between art and digital is at the very heart of what we want to accomplish at Saavn.”
The digital music company, which claims a catalog of almost two million tracks from both Indian and US record labels, will be rolling out a suite of new consumer-facing products and partnerships over the next couple of months.