MUMBAI: It is not often that music labels associate themselves with brands like Reliance Metro, Spencer's and Tata Sky, to take their product to high-end consumers. But that is exactly what one of India’s oldest and largest labels- Saregama, owned by RP Sanjiv Goenka group - did in various regions across the country.

Through this, Saregama is trying to sample its catalogue in a product format. It is a simple way to reach out to consumers associated with all three brands- Reliance Metro, Spencer's and Tata Sky. Confirming this association, Saregama MD Vikram Mehra explained, "All three brands cater to high-end consumers and through our association we hope to sample our product to them. By giving away free samples, we are driving all the traffic to our site."

Mehra added that the company is sampling music, which will help consumers understand that downloading music is hassle-free. He is hopeful that high-end users, who use the free service, will move to Saregama’s paid model. Without divulging details, Mehra hinted that through the initiative, the traffic driven to the site has been good.

The association with retail store- Spencer's, which is also part of RP Sanjiv Goenka group, is to reach-out to consumers in Kolkata and Delhi. In Mumbai, Saregama has partnered with Reliance Metro, which despite its limited route, from Ghatkopar to Versova, reaches around five lakh consumers daily, as per August 2014 reports. With Tata Sky, it has a digital and pan-India association.

In the case of Spencer’s and Reliance Metro, during billing, consumers are given a coupon to download songs from Saregama. Meanwhile, with every online recharge for Tata Sky, consumers can pick from two options to access music from Saregama.

“This association will help us get more people to buy music legally,” added Mehra. However, he refrained from giving details of the duration of the campaign.