For Airtel 09_02_26-DD

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Reach “Affluential” Consumers with the Best of Bollywood Best of Bollywood Proposal for Airtel 2009

Airtel: Objectives : 

Airtel: Objectives Target South Asian American consumers – young, web-savvy, high lifetime value Close new South Asian American Airtel CallHome consumers Increase purchases of Airtel CallHome cards by current consumers Market more efficiently, with a single deal reaching many leading sites Promote Airtel as the best way for South Asian American consumers to: Connect with loved ones in India Save money Communicate without hassles Communicate with confidence 2 Grow Subscriber Base/Signups Bollywood icon Deepika Padukone

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Use the best of South Asian entertainment to… Acquire New Customers: Reach out and acquire new customers through new and innovative programs Reduce Churn: Retain customers and motivate them to return to the site more often Upsell Dormant Customers: Continue relationships with people who previously found what they were looking for. Grow from Referrals: Offer rewards and value adds to encourage users to bring in friends and family Global Reach: Increase global reach within US, Canada, UK, Middle East, Australia and India 3 Airtel: Aligning Objectives with Goals

Saavn: Airtel’s Ideal Partner : 

Saavn: Airtel’s Ideal Partner South Asian Americans love Bollywood music Saavn is the world’s largest licensed digital rights holder and distributor of Bollywood music: 250,000 songs 20,000 ringtones Saavn operates the world’s largest network of Bollywood entertainment web sites: 250 MM page views/month (50 MM USA) 27 million unique visitors/month (3 MM USA) Sites include Smashits, Raaga (the top 2 Bollywood music sites in the world) 4 Oscar-winner A.R. Rahman Saavn = the World Leader in Bollywood Music

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Best of Bollywood: Concept 5 Free Bollywood Music with Every Airtel CallHome (India) Card Purchase Airtel consumers will receive the Best of Bollywood Music entertainment – free – with each purchase of A CallHome card: Free Songs – download hit songs from Saavn’s world’s largest Bollywood music catalog (250,000 tracks, 85% of India’s music market) The Best Music – Including new releases likeDelhi 6, Chandni Chowk to China, Dostana,Ghajini, Yuvraaj and more INSTANT GRATIFICATION!

Airtel: Process Flow : 

Airtel: Process Flow 6 CONSUMER … an Ad on Saavn Interactive Site Views Airtel site (or…) Consumer Buys Airtel CallHome Card Receives Email with Confirm Code, Link to Redeem Free Music Clicks Link to Airtel branded, Saavn hosted, free music site Enters Free Music Redemption Code DOWNLOADS BOLLYWOOD MUSIC Chooses Bollywood Music songs to download to computer

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7 Consumer purchases prepaid AirtelCallHome Calling card Consumer immediately receives an email, explaining how to redeem free Bollywood songs, with a: – Link to Web site – Redemption code – Instructions Consumer also immediately can text“Airtel” to “Saavn” for a free Bollywoodringtone – instant gratification, immediate “wow” factor Best of Bollywood: Process Easy to Execute!

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8 Web site address on card, or email, directs consumer to this URL:Airtel.com/Bollywood Page lives on Airtel web site,in Airtel look and feel Page frames content that Saavnwill host (data capture, music selection) On the Web page, consumer enters data Consumer then clicks “submit/redeem” button, which passes consumer to Airtel-branded web page for free music redemption Best of Bollywood: Process Airtel Look and Feel – 100% Voice Share!

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9 Consumer clicks through to redemption page, and redeems up to $10 in free Bollywood music and/or ringtones Page frames content that Saavnwill host (data capture, music selection) Consumer can browse/search for free music and ringtones from Saavn’s world’slargest Bollywood music catalog Music is downloaded to computer or cell phones for unlimited, lifetime use Every time consumer listens to music orringtone, he/she remembers and stays constantly connected to Airtel brand (deep consumer engagement) Best of Bollywood: Process Airtel Look and Feel – 100% Voice Share!

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10 Best of Bollywood: Process Bollywood music cards free to target consumers. Product: Airtel branded music redemption cards, in $10, $25 and $100 denominations(example for Airtel at slide right) Best of Bollywood music, from Saavn’s world-largest Bollywood music catalog Redemption codes on back of all cards for online redemption Benefits: Wow factor! Unexpected value Reinforces consumer made right choice Distributable at locations; events; via e-mails (to past clients) Many consumer touch points

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11 Best of Bollywood: Advertising Ads for Best of Bollywood music with Airtel CallHome calling card purchase will run on Saavn Network of leading Bollywood music and entertainment sites Saavn Interactive sites include the: #1 Bollywood music web site, SmasHits #2 Bollywood music site, Raaga #1 Bollywood movie site, Bollywood Hungama #2 Bollywood movie site, Santa Banta #1 Bollywood video site Nautanki.tv #1 Bollywood gossip site, India Glitz Our sites reach 3.2 million unique visitors in the USA each month, who consume over 52 million page views each month We will continually optimize the campaign, and will provide weekly reporting to Airtel to drive maximum conversions for you Activate Campaign with Our Sites

Saavn Interactive: U.S. Reach : 

Saavn Interactive: U.S. Reach 12 The Best Way to Reach Young South Asian Americans! Saavn Network of sites has the MOST Traffic Saavn Network of sites has the HIGHEST Engagement Saavn Network of sites reaches more South Asian Americans!

Saavn Interactive: Global Reach : 

Saavn Interactive: Global Reach 13 Massive Reach with One Simple Deal

Best of Bollywood: Creative Edge : 

Best of Bollywood: Creative Edge 14 Saavn Interactive has rights to thousands of Bollywood movie and music images We can design your creatives – to deeplyengage Bollywood fans Leverage the biggest Bollywood stars Use creatives from the biggest Bollywood filmsin your advertisements Let our award-winning design team create youradvertising look and feel – to effectively and powerfully message South Asian affluentialsfor maximum ROI! We Can Design Your Ads – Bollywood Style! Aishwarya Rai

Airtel: Marketing Support - Saavn : 

Saavn Offers Powerful Marketing Support Custom Creative Materials – Saavn produces custom spots, postcards, and promotions for Sprint PR & Press Support – Saavn places stories in general market and South Asian publications Grassroots – Saavn deploys street teams at festivals, concerts, parties and promotional events Print and Radio Ads – Saavn leverages strong relationships to get top placements with endemic media Saavn Web Network – Saavn provides direct promotion on Saavn.com and Saavn Network of leading South Asian sites Saavn Web Channels and Applications – Saavn promotes on our Channels on YouTube, Imeem, MySpace, Facebook, etc. Airtel: Marketing Support - Saavn 15

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16 Best of Bollywood: Benefits Airtel CallHome customers, passionate Bollywood fans, get to enjoy free songs and ringtones from all the latest top releases Deeply engage a highly-targeted audience, acrossmarket-leading Bollywood entertainment sites Provide customers with unexpected value and INSTANT GRATIFICATION every time they buy your cards Stay constantly connected to consumers – when customers enjoy their favorite music, ringtones and movies, they will think of Airtel Showcase Airtel products and services across multiple Bollywood entertainment sites with ONE simple deal Priyanka Chopra

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Saavn: Programs & Investment 17

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Phase Two: Future Projects

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Other Custom Marketing Initiatives 19 Bollywood Viral Interactive Promotions Custom Opportunities: Unique, exciting and hard to replicate opportunities to offer the South Asian community Competitor lockout with category exclusive opportunities Young tastemakers influence their parents Rich consumer data capture Trackable, measurable and optimizable in real-time Press worthy Co-branded Online Bollywood Competitions Bollywood Mobile Marketing Bollywood on Demand (Cable)

Airtel: Co-branded Online Competitions : 

Airtel: Co-branded Online Competitions American Idol-style contests, online, with user-generated content and viewer voting, around South Asian passion points (dancing, singing, acting, cooking, etc.) In each VIP, viewers upload videos and compete for prizes – usually a chance to win a trip to India, and to appear in a Bollywood blockbuster movie. Each contest builds a community around a SouthAsian passion point (singing, dancing, acting, etc.) Each community features full social networking functionality and massive data capture on consumers (people can post profiles, photos, blogs, videos, comments, ratings, favorites) 100% voice share for advertiser, exclusive; Every video submitter = an evangelist for your brand; they post their videos on MySpace, Facebook, Hi5, YouTube to get votes; super viral! http://saavn.212media.com/bollypop/saavn_bollypop.mov 20

Airtel: Viral Interactive Promotions : 

Airtel: Viral Interactive Promotions Viral Marketing – Bollygram Viral marketing campaigns to tap the enthusiasm for Bollywood The “BollyGram” will be the first viral online promotion featuring Bollywood entertainment BollyGram will enable anyone with a digital photo to embed their picture over the faceof a Bollywood star in famous Bollywood movies People fill out data fields and personal message field. People then choose the movieimage they wish to use for their BollyGram and… presto… they create… a BollyGram 21

Airtel: Mobile Integration – Unique : 

Airtel: Mobile Integration – Unique Free Ringtones: All marketing collateral can include a mobile call to action – Text “Airtel” to 62407 to get free music. Airtel purchases songs from Saavn at a discounted price. Mobile alerts: Airtel can offer alerts for news, sports, entertainment, stocks, astrology, etc. on mobile phones. Saavn can set this up “at cost” Voting, Polling, Text requests: Airtel can run a ‘text to vote’ program to engage customers and get them to participate in contests or sweepstakes. Trial Subscription Promotions: Text “[Airtel]” to 62407 to sign up and get an consumer offer from a Partner of Airtel. 22

Airtel: Bollywood Movie Channel : 

Airtel: Bollywood Movie Channel Airtel exclusively will sponsor a free Bollywood movie channel on cable television in New York, Dallas and Los Angeles on Time Warner Cable (6mm homes) Exclusive sponsorship, 100% voice share All movies from Saavn catalog, including 5 of top 7 movies in 2008 and #1 movie of all time Jodhaa Akbar 10 movies to choose from at any time; 30% refresh rate (3 new movies/month); all movies will be Top 50 titles from box office year – highest quality films Sponsor pre-roll, intermission roll and post-roll for all films -- can also put a sponsor bug in RH lower screen of all movies (optional) Rare opportunity to align brand with best of Bollywood entertainment, biggest stars (like Aishwarya Rai, SRK) 23

Marketing Success Stories : 

MSN Sympatico/Bell (July 2008) Created Unforgettable Tour promotional section featuring artistsbios, videos, photos, Bollywood trivia game, songs, ringtones and a branded music collection Cross-promoted on MSN IM, Hotmail, Puretracks and Bell Mobility Time Warner Cable & IFFLA - Los Angeles (May 2007) Premiere Sponsorship of Film Festival, including red carpetcoverage, signage at all parties and slides before each screening Increased awareness of VOD and 25% higher buy rates Time Warner Cable & IAAC - New York (November 2007) Premiere Sponsorship of Film Festival, including sponsored screenings, special mentions, and awards ceremony Increased awareness of VOD and 33% higher buy rates Marketing Success Stories 24

Select Press : 

Select Press “In 2006, long before Slumdog Millionaire awakened U.S. moviegoers' inner Bollywood, three Americans of Indian heritage nurtured an instinct that digital Bollywood content would become a hot ticket in the U.S. market. Today, three-year-old Saavn (an acronym for South Asian audiovisual network) controls global distribution rights, outside India, to a massive number of Bollywood films, songs, albums and music videos, all downloadable to iPods, MP3 players, cell phones and computers.” “This is the year," for New York, Rishi Malhotra, a consultant for Saavn, told the others in the conference room. "There's a lot of talent integration East and West.“” “Bollywood films play in only about 80 theaters across the United States, said Vin Bhat, co-founder and general manager of manager of Saavn, a company that makes Bollywood content available on demand.” “Bollywood's umbrella terminology has dwarfed other Indian genres, such as hugely popular South Indian films, according to New York-based digital content provider Saavn.com co-founder and GM Vin Bhat.” 25

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Saavn: Contact Information 26 For more information, or if you have questions, please contact: Vinodh Bhat John DeMarchi Co-founder and CEO EVP, Sponsorships Saavn Saavn 72 Madison Avenue, 5th Floor 72 Madison Avenue, 5th Floor New York, NY 10016 New York, NY 10016 vin@saavn.com john@saavn.com 917 820 1820 646 920 1669 212 710 3088 212 710 3096 Thank you for your time and consideration!

Appendix A : 

Appendix A Saavn: About Us 27

Saavn: Market Standing : 

Saavn: Market Standing Saavn is the worldwide leader in Bollywood entertainment: The biggest Bollywood music catalog (250,000 songs) The biggest and best movies (300+ A-list films; 5 of top 7 all-time) The biggest Web network (20mm unique visitors; 1 billion page views/month) The biggest cable distributor (19mm homes in US, UK, Canada) The biggest digital distribution network (125 leading partners) The biggest iTunes label (over 100,000 tracks sold/month) The biggest global footprint (offices in NY, LA, Mumbai, Toronto and London) No one is bigger. No one knows Bollywood audiences and entertainment better. 28

Saavn: Bollywood’s #1 Distributor : 

Saavn: Bollywood’s #1 Distributor 29 15 cable operators in 19 million homes 77 mobile carriers in 32 countries serving over 500 million subscribers 38 digital services reaching over 75 million active Web users Saavn is the world’s biggest distributor of Bollywood entertainment, with dozens of world-class partners:

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Saavn: Partner of Top Brands 30 Our advertising partners include world-class brands such as:

Saavn: Aggregates $ Audiences : 

Saavn: Aggregates $ Audiences 31 Bollywood Fans in U.S.= affluent, educated, tech-savvy, premium consumers Behavior 10% of ALL millionaires in the US 8% annual growth rate Spend more than $300 per year on Bollywood 86% have broadband in the home 95% have mobile phones Members Gender: 45% M / 55% F Median Age: 29.1 years Household Income: $80,000 College Educated: 70% Ages: 24 - 34: 72% 13 - 54: 87%

Saavn: 2009 = Year of Bollywood : 

Saavn: 2009 = Year of Bollywood 32 Bollywood is the largest entertainment industry in the world 4B movie tickets are sold annually 50mm+ South Asian Bollywood fans live outside of India and have over $300 billion in spending power 25mm+ fans in USA s spend $500MM+ annually on Bollywood entertainment Bollywood is crossing over right now: Steven Spielberg Arnold Schwarzenegger Will Smith Sylvester Stallone Snoop Dogg 50 Cent Denise Richards … are all involved in 2009 Bollywood projects!