Saavn and Tata DOCOMO Launch Music Data Plans and Multi-Channel Marketing of International Music

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Now Available on Saavn Mobile for the First Time

Pop Culture Saavn/Docomo Ad

Consumers need an emotional reason to purchase data plans -- music is the answer...

Saavn, the leading digital music service for Bollywood and South Asian content, announced today its ground-breaking data partnership with Tata DOCOMO, one of India’s largest telecom operators, offering unique products and services to India’s mobile users. DOCOMO’s target audience is more than 80% youth, resulting in the roll out of a pop culture-driven marketing campaign. Saavn and DOCOMO have taken a joint initiative to run a marketing campaign that increases the level of awareness through various touch points. They believe that this unique offering will be a key differentiator in the music data segment and will create more incentive for Indian consumers to adopt data services in the country’s rapidly-growing smartphone market.

Tata DOCOMO’s subscribers will now have access to Saavn’s catalog of 1.1 million songs via a special stream-anywhere data plan – no WiFi necessary. Plans are available for DOCOMO’s GSM Prepay customers with 3 different tiers of music streaming capacity: 500 minutes, 1000 minutes and 2000 minutes.

With 700 million mobile users, India boasts one of the largest mobile phone user bases in the world. This partnership marks the first-ever streaming music and carrier deal in India following a global trend of similar deals in America, Brazil, Scandanavia and France. Slacker and Muve recently teamed with carriers in the U.S., and Spotify and Deezer have launched similar programs in Scandanavia and France respectively.

“In India, consumers need an emotional reason to purchase data plans - music is the answer,” Paramdeep Singh, Co-founder and Managing Director of Saavn, said. “The combination of DOCOMO’s stellar reputation as a carrier, our vast Indian music catalog, global pop brands like Justin Timberlake, Pink, Michael Jackson, and Rihanna and shifting economic models will only amplify the benefits of a worldwide shift in the way mobile users consume data.”

"This partnership between Tata DOCOMO and Saavn is really in response to user needs. Music has always been a critical component to value-add-services, and we noticed music streaming from Saavn accounting for increased data consumption on our network. Launching these music packs with Saavn provides our customers much greater value and encourages consumers to opt for data packages that complement their lives. Tata DOCOMO has always been an innovator, and this partnership along with the unique marketing strategy is a great example of how we view the future of data services,” GurinderSingh Sandhu, Head of Marketing at Tata DOCOMO said.

Content-integrated data plans are emerging as a three-way win: music companies grow their user-base naturally, carriers further grow data pack conversion and renewals, while consumers retain the freedom to consume data for media services without eating up their entire data plan.

Saavn is already credited for driving 5 percent of data consumed in India across multiple carriers; 15 times the amount of data driven by other Indian music providers.

The marketing campaign is currently live in India.

About Saavn

Saavn (South Asian Audio Video Network) is a digital music service that is transforming how people around the world access and experience Indian music. Saavn’s Web and mobile music streaming applications for iOS, Android, and WAP provide its millions of users with the highest quality audio, and the most comprehensive catalog of Bollywood, Indian and regional South Asian music anywhere, licensed from over 900 content providers. Saavn’s extensive collection of music at includes the latest releases, like “Babli Badmaash,” Himmatwala, Kai Po Che, Mere Dad Ki Maruti, Race 2, Khiladi 786, Student of the Year, Murder 3,Ek Tha Tiger, Vicky Donor, Jab Tak Hai Jaan, and Cocktail; classic favorites, like Dabangg, Om Shanti Om, Jab We Met, Singh is Kinng, Taal, and Veer-Zaara; and features artists like A. R. Rahman, Yash Chopra, Yo Yo Honey Singh, Atif Aslam, Shreya Ghoshal, Salman Khan, Shah Rukh Khan, Ranbir Kapoor, Katrina Kaif, andPriyanka Chopra.

Through direct partnerships with Google and Facebook, Saavn reaches more music fans than any other South Asian music service – having generated over 2 billion story impressions on Facebook’s Open Graph alone ( Saavn ensures that users can always find the music they are looking for with its proprietary phonetic search that intelligently understands what a user is looking for, disparate spellings notwithstanding. Saavn products also include dynamic audio bitrate adjustment so users can enjoy flawless streaming on virtually any connection quality, including EDGE, GPRS, 3G, and WiFi. All of this has led to millions of downloads of Saavn’s mobile apps, which continue to be top rated in the iTunes App Store and Google Play Store. Saavn’s newest product, Saavn Pro, brings offline, ad-free listening to fans of Indian music worldwide (more information available at

For more information about Saavn, visit or; follow Saavn on Facebook @ and on Twitter @Saavn; or email us at press(at)saavn(dot)com.

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