• Month-long marketing initiative through August, JioSaavn will curate regional music playlists and podcasts
  • The initiative will also feature a mini-documentary series on YouTube featuring artists who have left their unique mark on Indian regional language music

India’s largest music and audio streaming service, JioSaavn has launched its latest cross-channel marketing campaign ‘We Are India’. In an endeavor to celebrate contemporary artists who have created groundbreaking hits in their regional language, the platform has curated playlists and podcasts across Indian languages (Assamese, Bengali, Bhojpuri, English, Haryanvi, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and Telugu) in an effort to celebrate and highlight the artistry. 

Spread across the month, the ‘We Are India’ campaign caters to, Indian music lovers who enjoy new sounds and are keen to rediscover their heritage and culture through the music of contemporary artists. Through August, the campaign will feature a mini-documentary series on the musical journey of breakthrough artists via YouTube including Harshdeep Kaur (Punjabi), Job Kurian (Malayalam), Taba Chake (Nyishi), Siri (Kannada), Lifafa (Hindi) and GV Prakash (Tamil). 

The platform has released a ‘We Are India’ playlist under the programme module of the same name. It features a carousel of playlists in regional languages including Hindi, Tamil, Bengali, Kannada, Punjabi and more. Each playlist will further include film, non-film and indie music. Each week, the module will see playlists curated to themes including ‘Artist Led’, ‘Freedom to Be’, Mood and Genre specific and ‘Best of 2020’.

Under this campaign, prominent podcasts in vernacular languages have been curated, including Mind Voice with RJ Balaji (Tamil), The Telugu Cinema Project (Telugu), Thale-Harate Kannada Podcast (Kannada), 9x Tashan Yaaran Da Podcast (Punjabi), Hello My dear Wrong Number (Malayalam),  Baalgatha Gujarati બાાલ ગાથા બાાલકાોનિ કથા (Gujarati), Urdunama (Urdu), Mu Odia Mo Odisha (Oriya), Bolava Vitthal Pahava Vitthal: Audiobiography of Saint Tukaram (Marathi) and Gobhir Rater Gopon Kotha (Bengali), among others.

Speaking on the campaign launch, Akhila Shankar, Director of Brand & Communications at JioSaavn, said, “Indian millennials love music that speaks to them in their own language, they love artists who have reclaimed their culture with a contemporary lens.  The lines between what is considered regional music and popular music have blurred in recent years. This has been one of the biggest drivers of growth for JioSaavn. We are launching ‘We Are India’ to celebrate regional excellence – film, mainstream non-film and independent music and podcasting. By collaborating with these artists, curating our platform and promoting their inspirational stories, we are facilitating deeper engagements with our target audience through its preferred medium – music.”

JioSaavn is maximising the reach of the ‘We Are India’ brand campaign through its platforms (Smartphone, Web, Jio Phone) with cross-platform marketing via in-app programming, network audio and display ads, YouTube, Instagram and off platform digital ads (Google and Facebook network). As an added leg to the campaign, JioSaavn’s social platforms will be highlighting stories from young music fans across India exploring themes of music, languages we speak and embracing our identity. 

JioSaavn’s In-House label Artist Originals will also be releasing a ‘We Are India’ compilation featuring prominent and promising Indian artists who have had releases with the streaming label.

About JioSaavn

Founded in 2007 as Saavn, JioSaavn is an audio streaming service for South Asian music and artists. In March 2018, Reliance Industries Limited (RIL) acquired a majority stake in JioSaavn, making it the largest music streaming service in India with millions of monthly active users. The company has 900+ label partnerships and growing, including Universal, Sony, T-Series, Tips, YRF, Saregama and Warner Music. In addition to 55 million+ tracks in 16 languages, JioSaavn –honored by Fast Company as one of the World’s 50 Most Innovative Companies – also offers a slate of original, non-music audio programs ranging from Bollywood to comedy, storytelling to cricket. And JioSaavn’s Artist Originals (AO) is the first full-spectrum in-house streaming label pioneering new models of direct-to-artist music production, marketing and distribution. AO has released chart-topping records like “Bom Diggy” by Zack Knight and Jasmin Walia, and “cold/mess” by Prateek Kuhad. AO’s global collaborations include Marshmello and Pritam’s BIBA; hip-hop stars Divine & Naezy’s NY Se Mumbai; with Nas; as well as a viral EDM remix of Bom Diggy; by Dillon Francis. JioSaavn’s team of 300+ works across offices in Mumbai, Gurugram, Bengaluru, New York and California.