Mahindra Comviva bets big with new content for SE Asian and Arab diaspora

Brand to leverage Saregama’s positioning in new media and digital space to venture into new markets
Content partnership, Content providers, Mahindra Comviva, Saregama

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Mahindra Comviva has expanded its portfolio of digital content by entering into a partnership with Saregama, an end-to-end entertainment solution provider from India.

The partnership will allow Mahindra Comviva to cater to its clients in the Middle East by leveraging Saregama’s extensive library of digital content targeting the SE Asian Diaspora as well as Arabs.

Saregama will provide Mahindra Comviva with a rich repertoire of digital content of over 117,000 tracks including some of the gems of Indian music.

Atul Madan, SVP and head of digital lifestyle solutions at Mahindra Comviva, said: “We are excited about this partnership because Saregama has such a strong association with India’s rich culture in music and film industry. This partnership will prove to be a big game changer for Middle East telecom companies in their Digital content transformation journey.”

Vikram Mehra, managing director, Saregama, said: “Saregama is the oldest music label of the country with the largest collection of songs across languages, and has now also started acquiring new film music. Our partnership with Mahindra Comviva in international markets will allow us to exploit our content better.”

Currently Mahindra Comviva owns music rights for over 170,000 unique music titles in African, Arabic and International categories, spanning multiple popular genres including Hip Hop, Pop, Inspirational, Classical, Hip Life, Humor, Football Chants, RNB, Gospel, Jazz, Rock, Devotional, Reggae and Retro in over 35 languages. Besides this, the company owns a huge collection of video, voice, image and text content & services like devotional, full track music, music on demand, karaoke, games, contest, sports, news, humor, health & fitness, career, lifestyle, agriculture and many more.

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