Indiantelevision.com Team

(5 January 2009 5:30 pm)

NEW DELHI: Radio One 94.3 FM has launched its first national brand campaign 'Ek dum fataafat.'

As a part of the initiative, the station will launch its first television commercial on 5 January.

Radio One CEO Vineet Singh Hukmani said, "We needed something that strengthens our promise of love, money and fame 'fataafat' to our TG - 'the fataafat generation'. Hence, we set out to write and produce the song in-house and then released the music video first virally on TV and on the web. Now, we will relase it as a TVC in media."

The viral idea, created by the in-house creative team, began with the creation of the music band called Neo. Neo released its song 'Ek dum fatafat' on Eros Music, followed by a music video which went on air on 30 November, 2008 across all music channels. Thereafter, the radio station revealed that the song was a part of the campany's brand campaign.

"We wanted to test if it was a good song in its own right and we are happy that the TV music channels supported us by playing it as a part of their playlist. Radio One is looking forward to strengthening its positioning as a metro innovator and specialist and will continue to look for unique and memorable ways to promote its brand. We plan to demo our ideas this way to attract client interest to our innovator image", added Hukmani.