Mumbai: In the past few years, Sony Music has provided a lot of emphasis on brand partnerships, and the strategy extends to the latest collaboration with leading car manufacturer Maruti Suzuki. The record label has now partnered with the automobile company for Nexa’s Music Campaign. The music label’s brand partnerships division has been entrusted with managing Maruti Suzuki’s music content solutions for their Consumer Loyalty App and In Store Music programming for Maruti Suzuki Nexa Showrooms across the country. Sony Music will deploy original content as part of the strategy and the partnership. It will also develop a complete music strategy for the brand with a year-long music related solutions, experiences and content creation to help build Nexa’s premium brand image amongst the Music Community.

The partnership with leading brands from other industries has been Sony Music’s strategy lately, and Maruti Suzuki becomes the latest name to the list. Recently, Sony Music’s brand partnerships division created branded content for international brands like Tuborg Zero and Hitachi Air Conditioners, both featuring renowned Indian rapper, Badshah.

The brand partnerships also effectively helps Sony Music through the tied-up artistes, and Maruti Suzuki would surely hope the record label can manage to repeat what Badshah managed with Tuborg Zero. With 6.5 million views in three weeks on YouTube, the song ‘Saturday Saturday’ reworked by Badshah into ‘Khul Jaye Masti’ continues to find air time on television and radio. The musician also created a five-minute anthem for Hitachi Air Conditioners, also produced by Sony Music.
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Commenting on the music label’s brand partnerships division and associations, National Head – Brand Partnerships, Kiran D'cruz said, “In today’s day and age, Music is core to every brand’s strategy and we at Sony Music strive effectively towards demonstrating the power of music in converting Music Fans into Brand Fans. Brands are increasingly striving to find innovative ways to engage with the their audiences and create an impact. We aim to provide music based brand strategies for our partners that will create top of mind recall.”
In the past, the music label has developed brand strategies for brands like Luxottica India, Motorola, Durex India, Micromax Mobile, Sony Electronics, Titan, Pidilite, Amul , HUL, USL and many more.