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Radio One Breaks Its First Multimedia Campaign
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94.3 Radio One has launched a nation wide multimedia campaign, the largest of its kind in private FM radio’s history in India. The campaign focuses on the ‘listener centric’ property called “PLAY YOUR MUSIC day’ where thousands of listeners across the country will physically visit the stations in 7 cities and play their favorite 13 songs. The First of these days is on 28th July and will be launched ON AIR by an UNPLUGGED FULL concert of Shankar Ehsaan Loy again a first in the private fm radio industry space. Each of the music days is well supported ON AIR by the largest celebrities from the film and music space in the country.

All the creative work on ideas, film scripting and print creation has been done ‘in house’ with support from ‘blue sky mind’ films headed by Kaustav Niyogi who shot the films and ‘fork 13’ Delhi which has helped design the print campaign.

Radio one recently appointed STARCOM and VIVAKI as its media buying and planning arms in a multi agency pitch which was held a month ago. The team is led by Tarun Deep Kumar of Starcom.

The campaign for “PLAY YOUR MUSIC’ DAY is lead by 5 films that depict the station promise of ‘maximum music’ in an entertaining fashion. A further 6 films already shot, will be revealed slowly to talk about other interesting music led features of the ‘music station’. All the films showcase the camaraderie of the brand ambassadors Shankar ehsaan loy in a never seen before clutter breaking style. The films highlight the promise of 13 GAANE an hour, no repeats BAAR BAAR, GAANE CHOICE in every hour, MUSIC JOCKS who do less BAK BAL n play more music all of which are product attributes pioneered by radio one in the quest to ‘specialize in the music space’. The first of the films went on air on ‘indian idol’ on Sony on 20th July followed by Dance India Dance on Zee and are being aired on all major channels in the GEC, news, music, movie and lifestyle channel genres.

Dailies are being used tactically closer to the ‘play your music’ days in the metros to highlight immediacy. The print publications being used are those from the MID-DAY and TOI group mostly and a few other magazines and regional publications.

Outdoor and On ground promotions have been planned in all 7 cities to select the listeners who will play their favourite songs on ‘play your music day’. Various locations in the cities are being used to promote the concept using ‘radio one’s POM POM girls’ who dance to 94.3 Radio one’s anthem song ‘aao apna gaana bajao’ which has been composed and performed by SHANKAR EHSAAN LOY. The on ground campaign is supported by select outdoor and bus backs.

The campaign is supported by digital mobile and web medium also. The radio one anthem song by SHANKAR EHSAAN LOY has been used as a hook to invite intrigue as regards play your music day. The download banners are visible on all key b2b sites like agencyfaqs and the song is downloadable free if you sms ‘ONE’ to 53636. This digital partner for radio one is 2ergo which was called active media sometime ago. Many interesting spikes are planned in this space. To increase mobile involvement, radio one has also launched ‘song alerts’ on sms to keep the buzz high at the time of this campaign.

Elaborating on the campaign, Vineet Singh Hukmani, Managing Director, 94.3 RADIO ONE said, “Our business strategy is one of ‘music specialization’ and we want to prove that in a sea of generic radio stations, we are the ONLY MUSIC STATION that does full justice to every stakeholder from passionate creators of music to listeners who love all genres of music.”

Shyju Varkey, National Head of Marketing, Radio One says, “We want our listeners to ‘experience the maximum music experience’ and be involved with all aspects of our ‘product’s attributes’. The campaign aims to heighten this in an ‘uncluttered radio brand space’. We timed this to allow our 10cr of media spend to work very hard.”

Source: Bestmediainfo

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