| 30 Jan 2023
Aircel and Sony Music partnered to revive CRBT sales

MUMBAI: Telecom player- Aircel and music label Sony Music recently joined hands to run a contest ‘Lucky Tunes’, which aimed at getting customers to download music. The contest was ideated by Aircel, while Sony Music served as the exclusive music partner.

‘Lucky Tunes’ was a Pan-India contest and consumers, who downloaded maximum number of songs were presented with a ‘Ford EcoSport’ by Aircel and Sony Music. The winner of the contest was Aarti Chugh.

Aircel north regional business head Anil Gupta said, “Like many other contests that we ran, Lucky Tunes generated a tremendous buzz among our customers, binding them together with the spirit of music.”

The CRBT based contest- ‘Lucky Tunes’ was launched in September last year. According to Aircel, the contest gained popularity in a short span of time, as customers instantly connected with music. Sony Music believes that through the contest CRBT sales can be revived. Commenting on that, Sony Music India digital head Hari Nair said, “We need to ensure steps to increase CRBT revenues and increase awareness. We were looking at marketing initiatives for this product and Aircel was planning this contest. It was the right timing for both. There is much to learn from the ‘Lucky Tunes’ contest, especially the engagement metrics.” He further added that the Aircel team provided them with information that would enable them to further market the product and push basic levels of uptake.

Nair said, “Since we have the right mix of content catalogue to play across India, circle-level-configuration of Sony Music songs were possible. We look forward to bring in similar contests to all mobile subscribers, across any telecom operator in India.” Along with being an exclusive partner, Sony Music was also a sponsor for this contest.

Apart from ‘Lucky Tunes’, the telecom player presented 17 other customers who won the ‘Sur Sangam Season 2’, ‘Monsoon Bonanza’ and ‘iPlay iWin Season 10’ contests with exciting prizes like iPhones, music systems, LEDs, Gold Coins and Microwaves.