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Music maestro A R Rahman brand ambassador of World Space

Written by: Staff

New Delhi, July 3 (UNI) It is not always that one has the opportunity to listen to music drawing its sole inspiration from sounds of nature - be it the 'chirpy' sound of birds flying in the sky, the stillness of the air, the rustling sounds of the breeze or the lyrical sound of the soothing sea.

It was one such occasion as music maestro A R Rahman, easily the most talented musicians in Bollywood, unveiled in the capital today a tune inspired by sounds of nature and the rythms of everyday lives, infusing into the surroundings a waft of fresh air.

The genius of Rahman was in full evidence as the maestro, chosen by WorldSpace satellite radio as its Brand ambassador, presented the company's signature tune, one in which he has woven the lyrical sounds of the soothing sea, a bird's chirpy call, the earthy chant of fishermen - among a medley of other evocative sounds around us.

For the music maestro, creating the tune was an opportunity to ''bring alive the true sounds of India as a showcase of the depth of musical traditions available in the country''.

The signature tune is to be used by World Space, a global media and entertainment company offering satellite radio experience to people in more than 130 countries with five billion people, as part of its integrated communications campaign to showcase the wide variety of radio content offered by it.

Addressing reporters here, the WorldSapce corporate vice president Tedros Lemma, said,''it is our vision to offer Indians a truly global experience - giving them the variety, quality and the ability to choose what they want to listen to. A R Rahman has come to personify quality music and we are honoured to partner with him on our aggressive communication campaign to build our brand in India.'' On his association with World Space, Rahman said,''it is my pleasure to be associated with World Space as I believe that there truly is so much more music to hear and Worldspace has created a unique platform that not only keeps alive different forms of music but also extends the reach of this music to virtually the entire country and even abroad.'' UNI AR VD GC1850

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