Decoding Kitkat musical breaks with JioSaavn


JioSaavn has collaborated with Nestle KitKat for a multi-channel activation. The alliance and activation were unveiled in mid-September and involved KitKat ads on  JioSaavn along with KitKat customers around the nation getting a chance to win a JioSaavn Pro subscription. The activation also included the presence of JioSaavn on the packaging of the brand, in-store advertisements, along with the inclusion of Nestle brands on digital audio advertising in JioSaavn for the rest of the year.

JioSaavn is today among the country’s Top 10 Digital Publishers. A 72.5 percent spike in the number of specific brands that have come on board since 2019 has also been reported by the audio streaming platform, with as many as 85 additional brands opting to communicate with the network in multiple ways, including pandemic-related advertising. Several platforms have doubled their digital audio footprint, including Media & Entertainment,  FMCG, Health & Fitness, Gaming and BFSI, Alcohol-Beverages, leveraging the vast scope of JioSaavn to communicate with millions of customers. JioSaavn offers multi-format ad experiences for brands to communicate with its millions of monthly active users with a broad pan-India presence, including audio, display, and content partnerships.

Mihir Shah, Vice President of Consumer Revenue, JioSaavn, speaking about the collaboration, said they are excited to enter into this strategic partnership with KitKat as they reverberate with their tagline, which reminds customers to take a break during challenging situations.  They also introduced a host of marketing solutions that include JioSaavn Pro collaborations and exclusive JioSaavn app promotional opportunities to generate earbud moments for the company and improve its revenue.

Nikhil Chand, Food and Confectionery Director, Nestle, said, They are pleased to step into this JioSaavn relationship. It enables them to push synergies to reach our core customers and provide them with an uninterrupted musical break to take a break and return with a new perspective.  The collaboration enables them to spread their core message, of Life Hai, KitKat Break Banta hai.

As India begins to evolve and adapt to the pandemic, new stressful problems are arising. The strategic alliance seeks to inspire everybody to take a short KitKat break with some uninterrupted music. As part of Kitkat’s first digital audio platform partnership, about 25 million KitKat packs will be co-branded with JioSaavn ‘s logo on its packaging; which will be followed by the “Have a break, have a KitKat” positioning of the brand, encouraging customers to participate to get a chance to win musical breaks with a month’s JioSaavn Pro subscription worth Rs. 99. The JioSaavn ‘s Pro subscription code will be redeemable until the end of the year, while the user offer will be available until 30 October.


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