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MUSIC DIRECTOR and brand ambassador of WorldSpace, A.R. Rahman, with Mr Tedros Lemma, Corporate Vice-President, WorldSpace Inc, at the launch of new signature tune of WorldSpace in the Capital on Monday. — Ramesh Sharma

New Delhi , July 3

Satellite-based digital radio services company WorldSpace on Monday unveiled a new signature tune developed by musician Mr A.R. Rahman.

Rahman, who is WorldSpace's brand ambassador in India, has developed the tune, to be used in an integrated communications campaign.

Speaking at the launch, Mr Tedros Lemma, Corporate Vice-President, WorldSpace Inc, 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. A.R. Rahman has come to personify quality music and we are partnering with him to promote an aggressive communication campaign to build our brand in India."

Rahman said, "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."

WorldSpace has recorded 500 per cent growth during the last year in the country and has increased its customer base from around 21,000 subscribers in March 2005 to more than 110,000 subscribers in 2006.

Having expanded its retail operations to cover 14 markets, WorldSpace intends to leverage the relationship with Rahman to strengthen its connection with customers and to raise awareness about the features of satellite radio.

Ms Arti Mehta, Chief Marketing Officer, WorldSpace India, said, "We have developed an aggressive integrated campaign that involves a refreshing new series of television commercials and on-ground events including concerts, contests and awards."

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