Saavn, the leading digital music service for Bollywood and South Asian content, announced today its ground-breaking data partnership with Tata DOCOMO, one of India’s largest telecom operators, offering unique products and services to India’s mobile users. DOCOMO’s target audience is more than 80% youth, resulting in the roll out of a pop culture-driven marketing campaign. Saavn and DOCOMO have taken a joint initiative to run a marketing campaign that increases the level of awareness through various touch points. They believe that this unique offering will be a key differentiator in the music data segment and will create more incentive for Indian consumers to adopt data services in the country’s rapidly-growing smartphone market.

Tata 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. Plans are available for DOCOMO’s GSM Prepay customers with 3 different tiers of music streaming capacity: 500 minutes, 1000 minutes and 2000 minutes.

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, global pop brands like Justin Timberlake, Pink, Michael Jackson, and Rihanna and shifting economic models will only amplify the benefits of a worldwide shift in the way mobile users consume data.”

“This partnership between Tata DOCOMO and Saavn is really in response to user needs. Music has always been a critical component to value-add-services, and we noticed music streaming from Saavn accounting for increased data consumption on our network. Launching these music packs with Saavn provides our customers much greater value and encourages consumers to opt for data packages that complement their lives. Tata DOCOMO has always been an innovator, and this partnership along with the unique marketing strategy is a great example of how we view the future of data services,” GurinderSingh Sandhu, Head of Marketing at Tata DOCOMO said.

Content-integrated data plans are emerging as a three-way win: music companies grow their user-base naturally, carriers further grow data pack conversion and renewals, while consumers retain the freedom to consume data for media services without eating up their entire data plan.

Saavn is already credited for driving 5 percent of data consumed in India across multiple carriers; 15 times the amount of data driven by other Indian music providers.

The marketing campaign is currently live in India.