Saavn, the leading digital music service for Bollywood and South Asian content, has tied up with Tata DOCOMO to rollout a pop culture marketing campaign.

Saavn and DOCOMO have taken a joint initiative to run the campaign aimed at increasing the level of awareness through various touch points. The campaign will include TV, in-store, social and a massive SMS marketing program.

DOCOMO’s target audience in India is comprised of more than 80% youth, resulting in a conscious effort to roll out a marketing campaign featuring U.S. artists Justin Timberlake and Daft Punk.

The marketing campaign is an extension of a deal between Saavn and DOCOMO that kicked off earlier this month, bringing Indian mobile users a music-integrated data plan for the first time ever. DOCOMO’s subscribers will now have access to Saavn’s catalog of 1.1 million songs via a special stream-anywhere data plan, no WiFi necessary. Three monthly plans are available for DOCOMO’s GSP Prepay customers: 500 minutes, 1000 minutes and 2000 minutes.

Both companies believe the campaign and new data service will create more value for Indian consumers to adopt smartphone data services while enjoying free social music services.

With 700 million mobile users, India boasts one of the largest mobile phone user bases in the world. This partnership marks the first-ever streaming music and carrier deal in India following a global trend of similar deals in America, Brazil, Scandanavia and France. Slacker and Muve recently teamed with carriers in the U.S., and Spotify and Deezer have launched similar programs in Scandanavia and France respectively.

“In India, consumers need an emotional reason to purchase data plans, music is the answer,” Paramdeep Singh, Co-founder and Managing Director of Saavn, said. “The combination of DOCOMO’s stellar reputation as a carrier, our vast Indian music catalog, and the appeal of global pop brands like Justin Timberlake, Daft Punk, Pink, Michael Jackson and Rihanna will only amplify the benefits of a worldwide shift in the way mobile users consume data.”

Content-integrated data plans are emerging as a three-way win: content providers can win millions of users out of the deal, carriers further substantiate date packages and open themselves up to a mobile advertising market worth billions of dollars, while consumers retain the freedom to consume data without being penalized. Saavn is already credited for driving 5 percent of data consumed in India, which is 15 times the amount of data driven by other Indian music providers. The marketing campaign is currently live in India.

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