Saavn (South Asian Audio Video Network), a US-based (and India focused) free digital music service, has launched an advertisement platform 'Impact' in India to assist brands in connecting with the website's 10.5 million global users.
"Impact is a powerful solution that enables the advertisers to build an emotional connection with their target audience during a passionate, social and engaging musical experience," said its co-founder and chief executive officer, Vinodh Bhat.
The Saavn Impact model is based around engagement, curation and social sharing rather than the archaic click-through. Brands are able to measure ROI (Returns on Investment) in meaningful ways, such as increases in perception, awareness, recall and purchase intent. Thus, this by-product by Saavn will have a strong focus on the consumer experience in helping brands to grow their businesses, according to the company.
Selected as one of the Top 20 hottest technology startups of Techcricle's Fastrack 2012, Saavn's major brands in India include Samsung, Lay's, Pantene, Pepsi, Nokia, Vodafone, Airtel, Hyundai, Domino's Pizza, 7Up, Nielsen and MakeMyTrip.
Saavn's comprehensive catalogue of Bollywood, Indian and regional South Asian music is licensed from more than 200 content providers, which contains more than one million tracks.
In addition to its popular web, iOS, Android and J2ME apps, Saavn is currently developing its music product for launch on Symbian, BlackBerry and Windows Mobile platforms.
Last month, the Saavn had tied up with music labels like Universal Music and Sony Music for the content. It introduced English music. Prior to that, the company was offering music in Hindi, Gujarati, Tamil, Telugu and Marathi.
In August this year, music streaming site Dhingana launched an advertising platform to help brands reach its listeners of Indian music around the world.
(Edited by Prem Udayabhanu)