DTH
Sydus teams up with Bacardi for radio mobile service
MUMBAI: The spirits company Bacardi has launched Bacardi B-Live Radio for mobile. This is being done through a tie up with Sydus, which works in creating audio-to-mobile lifestyle expressions.
The service goes live next month and will take Bacardi’s spirit out of the bottle and onto mobile phones around the world. B-Live Radio is the world’s first brand-funded global digital music service, and will also be delivered via the web.
While traditional marketing strategies have been ‘push’, going from the brand out to the consumer, with Sydus’ BrandedRadio solution, consumers can ‘pull’ the Bacardi experience onto their mobile phones and enjoy the Baqcardi spirit and lifestyle, wherever they are.
Bacardi B-Live Radio combines two elements – the emotional connection of music, with the ubiquitous and extremely personal usage of mobile phones – to build a stickiness that is declining in traditional delivery mechanisms.
Sydus president Saumil Nanavati says, “Bacardi B-Live Radio is an innovative way to market to audiences globally, using new media to attract and engage today’s savvy consumer. Sydus is delighted to be a part of Bacardi’s innovative approach to reach out to its users, and we believe this is the start of the next big shift in lifestyle marketing, whereby brands can connect to a global audience in a cost-effective manner.”
Mobile marketing is rapidly emerging as an effective medium as brands target their customers via mobile phones. Bacardi, using Sydus’ technology solution, has taken a lead in demonstrating how a brand can reach out to its target consumers across the globe effectively, as compared with other marketing options, including the Internet.
Bacardi global brand director John Burke says, “We are happy to partner with Sydus to enable the Bacardi B-Live Radio service. This is a music service that extends Bacardi’s existing music properties and long standing experience in events. Being available both online and via mobile, we are investing in new mediums that have a real relevance to our consumer’s lives. Sydus’ technology will service strengthen our association with music by creating further opportunities for us to connect with our target consumer in a way that reflects our brand values”.
Bacardi B-Live Radio will play a mix of uplifting party classics from the world’s hottest dance floors with guest DJs selected from a global talent portfolio to produce exclusive mixes. At weekends, the content features the ‘best of the week’ and live recordings of Bacardi events across the globe. Bacardi has worked with independent experts to ensure content is selected with the correct audience in mind. All tracks must be socially responsible, avoiding any that feature foul language, incite racism or drug taking and excessive drinking.
B-Live Radio will stream Bacardi mixes 24×7 through the Internet, and via Sydus’ BrandedRadio solution, directly onto GPRS/Edge/3G-compatible mobile handsets, estimated at 85 million handsets worldwide. This spans 189 mobile phone handset models and variants that are compatible with Sydus technology. Listeners can download the radio player free of charge onto their phones from www.bacardibliveradio.com to tune in to the service, and share the application with family and friends using Bluetooth or infrared. Alternatively, the radio service can be accessed via the site wap.bliveradio.com.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
