iWorld
Avian Media wins the PR mandate for ZEE5
ZEE5 has mandated Avian Media to lead its India PR duties. Launching soon with content across multiple languages, ZEE5 will be the one stop digital destination for ZEE Entertainment, a global Media and Entertainment powerhouse. The platform will offer a mix of both On-Demand content, including Originals, movies and much more, as well as Live TV.
Avian Media will be responsible for crafting and managing ZEE5’s key messages, and has a clear mandate to disseminate the richness of ZEE5’s language offering across markets.
ZEE5 India digital head Archana Anand said, “ZEE5 launches in the Indian market with a very powerful proposition in its strong language focus, and one that fills a clear consumer need-gap. We wanted to work with a PR agency that has a strong network not only in urban markets but also a deep strength in regional markets for great dissemination of ZEE’s key messaging, and Avian Media brings that to the table. We look forward to working closely with them right from our launch to build ZEE5 up into a strong success story.”
Avian Media CEO Nitin Mantri said, “We are pleased to be the partner of choice for ZEE5. At Avian, we believe that the art of storytelling is what makes a campaign stand out. We are delighted to work on a brand that shares our belief of telling an insight-driven story that influences user behaviour and drives change.”
With expertise across verticals, extending from Public Relations and Public Affairs to Financial Communications, Digital, CSR and Advocacy, Avian Media currently services client like Deloitte India, Sony English Cluster, McDonald’s, Airbus, PVR Cinemas, Tourism Australia, Qatar Airways, Facebook and Coca Cola.
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iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
