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Worldspace unveils A R Rahman signature tune; set to launch new campaign

BANGALORE: Worldspace Satellite Radio has unveiled a new signature tune developed by music impresario AR Rahman, Worldspace brand ambassador in India.


The signature tune, to be used in an integrated communications campaign, highlights the ‘everyday‘ and ‘everywhere‘ nature of music while showcasing the incredible variety of radio content offered by Worldspace with over 40 stations of distinctive music genres, entertainment and information.


Speaking at the launch, Worldspace corporate VP Tedros Lemma said, "It is our vision to offer Indians a truly global radio experience – giving them the variety, quality and the ability to choose what they want to listen to. AR Rahman has come to personify quality music and we are honoured to partner with him on our aggressive communication campaign to build our brand in India."


The Worldspace signature tune draws inspiration from the sounds of nature and the rhythms of our everyday lives. AR Rahman has woven the lyrical sounds of the soothing sea, a bird‘s chirpy call, the earthy chant of fishermen - showcasing the true inspiration of music, states an official release.


Adds AR Rahman said, "It is my pleasure to be associated with Worldspace as I believe that there truly is so much music to hear and Worldspace has created a unique platform that not only keeps alive various forms of music but also extends the reach of this music to virtually the entire country and even abroad. When creating the tune I wanted to bring alive the true sounds of India as a showcase of the depth of musical traditions available in the country."


The new communications campaign, of which AR Rahman is an integral part, is based on extensive studies with existing as well as potential customers across India. Commenting on the campaign, Worldspace CMO Arti Mehta said, "We will leverage this imposing persona, and his undoubted association with quality music, to build awareness for our brand and connect with music lovers across India. We have developed an aggressive integrated campaign that involves a refreshing new series of TV commercials and on-ground events including concerts, contests and awards."


Shot in the picturesque surroundings of Kannur in Kerala, the new television commercial celebrates the diversity of music and draws from the theme of AR Rahman‘s inspiring signature tune – celebrating the sounds around us. At the center of the campaign is the unbeatable variety and diversity of Worldspace content highlighting the fact that "there is so much to hear."

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