Aircel has tied up with Saavn, a music streaming to launch Aircel Music Mornings to offer data-free access to Saavn’s comprehensive music catalog between the 6 AM and 9 AM everyday. Under this offer Aircel pre-paid customers can enjoy music on Saavn for three hours everyday for one month without being charged for data usage. Aircel aims to reduce India’s rampant piracy problem with this partnership.
Saavn, today added 8 lakh songs by adding Warner Music and EMI to its roster of label partnerships, so it now has nearly 2 million songs across 11 languages: Hindi, Punjabi, Tamil, Telugu, Marathi, Bengali, Gujarati, Kannada, Malayalam, Bhojpuri and English.
Aircel Music Mornings is currently available in Mumbai, Maharashtra, Tamil Nadu and Chennai. It plans to expand the offer to other cities soon.
Commenting on the launch, Anupam Vasudev, Chief Marketing Officer, Aircel, said,
Music is a service that appeals to all. The rapid growth in the penetration of smartphones has led the way for frequent music streaming and downloading on smart devices. With more than one third of our subscribers using smartphones, and riding on the success of Aircel 3G mornings, we bring alive the concept of good mornings through the introduction of ‘Aircel Music Morning’ through the alliance with Saavn.
We aim to reach out to our customers and offer seamless music experience on their devices from 6 am-9 am every day for a period of 30 days without any additional data charges, making it yet again; exciting for our customers. This service will be available in Mumbai, Maharashtra, Tamil Nadu and Chennai, and we plan to extend it to other regions soon.
Kat Shukla, Head of Global Business Development at Saavn, said,
Mornings are when we see some of our highest levels of engagement. People are stuck in traffic, they’re getting the kids ready for school, they’re walking to work and they’re listening to Saavn. And that can get expensive when you’re streaming using data. With Saavn powering ‘Aircel Music Mornings’ we’re removing that cost barrier, while replacing it with an alternative to pirated content.